Global Sport Sponsorship [Paperback]

Estimated to have an annual worth of US$24.8 billion dollars, the global sport sponsorship industry has become of vital importance to anybody interested in understanding the sport-commerce nexus. Global Sport Sponsorship is the first text to provide a comprehensive, multi-disciplinary analysis of this industry. Leading scholars from marketing, management, sociology, cultural studies, tourism, and gender studies address issues central to current debates in each of these disciplines. Topics covered include:the strategic nature of global sport sponsorship;the role of celebrities in global advertising;controversies surrounding conventional norms of what constitutes 'acceptable' sponsorship;the utilization of sponsorship in the construction of global alliances;using sponsorship to negotiate local markets;the development of effective methods of evaluation.Global Sport Sponsorship is essential reading for anyone involved in the practice or academic study of one of the world's largest industries.John Amis is Associate Professor in the Department of Human Movement Sciences and Education, The University of Memphis.T Bettina Cornwell is Professor of Marketing in the UQ Business School at the University of Queensland.Global Sport Sponsorship: Towards a Strategic Understanding--Donald P. Roy * Sport Celebrity Endorsement in a Global Age: A Critical Political Economy of Sport Celebrity Culture--David L. Andrews & Steven J. Jackson * Image Transfer in Global Sport Sponsorship: Theoretical Support and Boundary Conditions--Kevin Gwinner * Historical Hangovers or Burning Possibilities: Regulation, Adaptation and Brand Equity in Tobacco and Alcohol Sponsorship--Bob Sparks, Tim Dewhirst and Amanda Schweinbenz * Ambush Marketing: Research and Management Implications--Janet Hoek * Alternative Global Avenues: Action Sports and Events--James Gladden and Mark McDonald * Conventional Beauty Only, Please: A Critical Approach to Global Sport Sponsorship--Sally Shaw * Gay Games or Gay Olympicsl3'