Sports Sponsorship and Branding : Global Perspectives and Emerging Trends Hardback
Edited by Ho Keat (Nanyang Technological University, Singapore) Leng, James J. (University of Georgia, USA) Zhang
Part of the World Association for Sport Management Series series
Hardback
Description
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 policymakers working in sport business and management, sport marketing, digital marketing, marketing communications, or brand management.
Information
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Out of stock
- Format:Hardback
- Pages:317 pages, 35 Tables, black and white; 9 Line drawings, black and white; 9 Illustrations, black and
- Publisher:Taylor & Francis Ltd
- Publication Date:22/12/2023
- Category:
- ISBN:9781032603902
Information
-
Out of stock
- Format:Hardback
- Pages:317 pages, 35 Tables, black and white; 9 Line drawings, black and white; 9 Illustrations, black and
- Publisher:Taylor & Francis Ltd
- Publication Date:22/12/2023
- Category:
- ISBN:9781032603902
