This book focuses on how the sponsorship of sports works: the costs, the goals, evaluation and selection of the property a sponsor chooses, how to activate a sponsorship, how to create a brand association, public relations and brand image possibilities. Anything is possible in a sponsorship, it is simply what the sponsor and the property can agree to during their negotiations. There is for example the opportunity for product category exclusivity--no competing brand at a particular location. With the audience being harder to reach because of technology, sponsorship continues to be a viable way to obtain brand exposure and better connect a brand with a consumer. With global sponsorship spending totaling more than $48 billion, it is clear that many companies see this as an important promotional communication strategy.

About the Author
John A. Fortunato is a professor at Fordham University in New York in the School of Business, Area of Communication and Media Management. He lives in Sea Girt, New Jersey, USA.


Book Information
ISBN 9780786474318
Author John A. Fortunato
Format Paperback
Page Count 228
Imprint McFarland & Co Inc
Publisher McFarland & Co Inc
Weight(grams) 415g