Sports Sponsorship and Branding

图书简介

This book takes a close look at branding and sponsorship in sport in the age of digital media. It examines how branding and sponsorship have evolved in response to the challenges and opportunities of new technologies. Featuring the work of leading international sport business researchers from four continents and twelve countries, the book explores key contemporary topics including esports, Name and Image Likeness (NIL) rights, viewer experience, machine learning, social media use by athletes, sport migration, and the impact of COVID-19. It presents cutting-edge cases and new data across sports and events including the Olympics, the NBA, international football, the rafting world championships, and collegiate sports. The book is an essential resource for advanced students, researchers, practitioners and policy-makers working in sport business and management, sport marketing, digital marketing, marketing communications or brand management.

1 Emerging Trends in Sport Sponsorship and Branding: An Introduction Ho Keat Leng and James J. Zhang Part I: Sponsorship and Branding 2 Advertising Investment through Sport Media Nor Eeza Zainal Abidin and Lihong Wei 3 Sponsorship Strategies and Branding in Esports Sardar Mohammadi, Mike Rayner, Seyyed Iman Ghaffarisadr and Hossein Abdolmaleki 4 Antecedents and Outcomes of Sponsorship in the Context of Esports Olga Polyakova and Kostas Alexandris 5 Emergence of Logo-Less Branding: Application to the Context of Sports Don Lee, Michael Cottingham, Jaehee Park and Minseok Cho 6 Sports Sponsorship and Brand Value: A Case Analysis of Tahincioglu Basketball Super League Name Sponsorship Özlem Isik Inan and Yeter Aytül Dagli Ekmekçi 7 Passion in the Branding of International Football Clubs Darrel Teo 8 Student-Athlete Name, Image, and Likeness (NIL): Sponsorship Opportunities and Challenges John A. Fortunato 9 Impact of Perceived Functional and Image Fit on Consumer-Focused Effectiveness for New NBA Sponsorship Wen-hao Winston Chou and James J. Zhang Part II: Emerging Trends 10 Harnessing the Power of Machine Learning in Sport Consumer Behavior Research James Du, Nathan David Pifer and Susmit S. Gulavani 11 Consumerization of Information Technologies in Sports: Opportunities and Challenges in the Age of Digital Natives Hakan Yilmaz and Cem Tinaz 12 Sports Information, Social Communication, and Protection of the Olympic Brand: IOC Guidelines on Using Social Media During Olympic Games Angela Busacc

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Sports Sponsorship and Branding（World Association for Sport Management Series） 体育赞助及品牌推广：全球展望与新兴趋势 体育史

Sports Sponsorship and Branding（World Association for Sport Management Series）

体育赞助及品牌推广：全球展望与新兴趋势
体育史