Sports Sponsorship and Branding: Global Perspectives and Emerging Trends (World Association for Sport Management Series)

By: Ho Keat Leng and James J. Zhang

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Synopsis: 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.

Book Quality:: Publisher Quality
ISBN-13:: 9781003831563
Related ISBNs:: 9781032603919, 9781003458890, 9781032603902
Publisher:: Taylor and Francis
Date of Addition:: 12/22/23
Copyrighted By:: selection and editorial matter, Ho Keat Leng and James J. Zhang
Adult content:: No
Language:: English
Has Image Descriptions:: No
Categories:: Nonfiction, Sports, Business and Finance
Submitted By:: Bookshare Staff
Usage Restrictions:: This is a copyrighted book.
Edited by:: Ho Keat Leng
Edited by:: James J. Zhang