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Sports sponsorship and branding : global perspectives and emerging trends
Title
Sports sponsorship and branding : global perspectives and emerging trends / edited by Ho Keat Leng and James J. Zhang.
ISBN
9781032603902
1032603909
9781032603919
1032603917
9781003458890
Publication
Abingdon, Oxon ; New York, NY : Routledge, Taylor & Francis Group, 2024.
Copyright Notice Date
©2024
Physical Description
ix, 317 pages : illustrations ; 24 cm.
Summary
"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"-- Provided by publisher.
Format
Books
Language
English
Added to Catalog
April 04, 2024
Series
World Association for Sport Management series
Bibliography
Includes bibliographical references and index.
Contents
Emerging trends in sport sponsorship and branding : an introduction / Ho Keat Leng and James J. Zhang
Advertising investment through sport media / Nor Eeza Zainal Abidin and Lihong Wei
Sponsorship strategies and branding in Esports / Sardar Mohammadi, Mike Rayner, Seyyed Iman Ghaffarisadr and Hossein Abdolmaleki
Antecedents and outcomes of sponsorship in the context of Esports / Olga Polyakova and Kostas Alexandris
Emergence of logo-less branding : application to the context of sSports / Don Lee, Michael Cottingham, Jaehee Park and Minseok Cho
Sports sponsorship and brand value : a case analysis of Tahincioğlu Basketball Super League name sponsorship / Özlem Işık İnan and Yeter Aytül Dağli Ekmekçi
Passion in the branding of international football clubs / Darrel Teo
Student-athlete name, image, and likeness (NIL) : sponsorship opportunities and challenges / John A. Fortunato
Impact of perceived functional and image fit on consumer-focused effectiveness for new NBA sponsorship / Wen-hao Winston Chou and James J. Zhang
Harnessing the power of machine learning in sport consumer behavior research / James Du, Nathan David Pifer and Susmit S. Gulavani
Consumerization of information technologies in sports : opportunities and challenges in the age of digital natives / Hakan Yılmaz and Cem Tınaz
Sports information, social communication, and protection of the Olympic brand : IOC guidelines on using social media during Olympic Games / Angela Busacca
Supplemental attractions to foreign sporting event participants : lessons in branding from a case study of the World Rafting Championship in Japan / Isao Okayasu, Shiro Yamaguchi, Takaya Hirano and Yasuhiro Kudo
Sport migration influences on cultural brand image : a quantitative world-systems analysis / William Crossan and Tomas Ruda
Impacts of COVID-19 on sports and sponsorship / Sara Keshkar
Resilience in the face of adversity : examining the effects of COVID-19 on physical activity and the sporting industry in Singapore / Govindasamy Balasekaran, Ng Yew Cheo, Taufiq Izzudin Bin Jamaludin and Peggy Boey.
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