Sponsorship in Marketing: Effective Partnerships in Sports, Arts, and Events

Now in a fully revised and updated third edition, Sponsorship in Marketing introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how sponsorship can be planned, executed, and measured.

Drawing on original research and exploring key theory, best practice, and cutting-edge issues, this book fully explains how to implement successful partnerships to achieve branding, communication, and engagement objectives. It covers every important conceptual and functional area of sponsorship in marketing communications, including the technology-led transformation of sponsorship, audiences, strategies and objectives, leveraging and activation in traditional and social media, building sponsorship portfolios and rosters, managing and ending relationships, and public policy and legal issues. Every chapter includes international case studies and examples, self-test questions, and examples from real organizations, businesses, campaigns, and events, vividly illustrating the link between fundamental principles and effective practice. This updated edition includes expanded coverage of technology, including digital assets and data; influencers, including name and image likeness (NIL); contracts and ＂deliverables;＂ and ethical issues including sportswashing. No other book provides such a comprehensive, evidence-based introduction to sponsorship, demonstrating how organizations can connect brands to real life.

This is an essential textbook for any course on sponsorship, and invaluable reading for any practitioner working in sport marketing, sport business, events marketing, arts administration, business communication, or marketing management.

Additional resources for instructors include slides, videos highlighting concepts, and additional case problems.

T. Bettina Cornwell is the Philip H. Knight Chair, Head of the Department of Marketing, and Professor of Marketing in the Lundquist College of Business at the University of Oregon, USA. Her research focuses on marketing communications and consumer behavior and often includes international and public policy emphases. She is an academic expert in advertising and sports marketing and is recognized worldwide for her work on sponsorship-based partnerships in sports.