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Author: Norm O’Reilly
Publisher: Routledge
ISBN: 1000477711
Category : Sports & Recreation
Languages : en
Pages : 100
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Book Description
Sponsorship is a vital area of contemporary sport business. This book offers a concise and practice-focused introduction to sport sponsorship, including an explanation of key concepts, a survey of the key tools required to be a successful practitioner, and insights into real-world practice from authors with extensive industry and academic experience. Covering sport at all levels, from professional to grassroots, and including international cases and examples throughout, the book demonstrates that sport sponsorship works if done correctly. Drawing on the latest cutting-edge research, it introduces the core principles of sport sponsorship and shows how to get maximum value at each stage of the sponsorship process, from plan to activation, servicing and evaluation, for sponsor, property or agency. Requiring no prior knowledge of sport sponsorship, and full of real-world examples of best practice, this is the perfect primer for any student or industry professional looking to improve and deepen their understanding of this core element of modern sport business.
Author: Norm O’Reilly
Publisher: Routledge
ISBN: 1000477711
Category : Sports & Recreation
Languages : en
Pages : 100
Get Book Here
Book Description
Sponsorship is a vital area of contemporary sport business. This book offers a concise and practice-focused introduction to sport sponsorship, including an explanation of key concepts, a survey of the key tools required to be a successful practitioner, and insights into real-world practice from authors with extensive industry and academic experience. Covering sport at all levels, from professional to grassroots, and including international cases and examples throughout, the book demonstrates that sport sponsorship works if done correctly. Drawing on the latest cutting-edge research, it introduces the core principles of sport sponsorship and shows how to get maximum value at each stage of the sponsorship process, from plan to activation, servicing and evaluation, for sponsor, property or agency. Requiring no prior knowledge of sport sponsorship, and full of real-world examples of best practice, this is the perfect primer for any student or industry professional looking to improve and deepen their understanding of this core element of modern sport business.
Author: T. Bettina Cornwell
Publisher: Routledge
ISBN: 1000036863
Category : Sports & Recreation
Languages : en
Pages : 224
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Book Description
Sponsorship of sports, arts or events can be a powerful form of marketing communication for businesses and organizations. This new edition of Sponsorship in Marketing introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how sponsorship can be planned, executed and measured. Drawing on original research and exploring key theory, best practice and cutting-edge issues, the book fully explains how the sponsor can implement successful sponsorship to achieve communication and engagement objectives. It covers every important conceptual and functional area of sponsorship in marketing communications, including: understanding the technology-led transformation of sponsoring learning about audiences, strategies and objectives leveraging and activation in traditional and social media building sponsorship portfolios and rosters managing and ending relationships understanding public policy and legal issues Every chapter includes international case studies and examples, test questions, and data from real organizations, business, campaigns and events, vividly illustrating the link between fundamental principles and effective practice. This updated edition features a new model of the sponsorship process with an ecosystem perspective, discussion of endorsers and influencers in sponsorship, an introduction to the impact of streaming on sponsoring, and entirely new thinking on sponsorship returns and evaluation. No other book provides such a comprehensive, evidence-based introduction to sponsorship, demonstrating how organizations can connect brands to real life. This is essential reading for all students and practitioners working in sport marketing, sport business, events marketing, arts administration, business communication or marketing management.
Author: C. Keith Harrison
Publisher: CRC Press
ISBN: 1498761275
Category : Computers
Languages : en
Pages : 260
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Book Description
Developing and implementing a systematic analytics strategy can result in a sustainable competitive advantage within the sport business industry. This timely and relevant book provides practical strategies to collect data and then convert that data into meaningful, value-added information and actionable insights. Its primary objective is to help sport business organizations utilize data-driven decision-making to generate optimal revenue from such areas as ticket sales and corporate partnerships. To that end, the book includes in-depth case studies from such leading sports organizations as the Orlando Magic, Tampa Bay Buccaneers, Duke University, and the Aspire Group. The core purpose of sport business analytics is to convert raw data into information that enables sport business professionals to make strategic business decisions that result in improved company financial performance and a measurable and sustainable competitive advantage. Readers will learn about the role of big data and analytics in: Ticket pricing Season ticket member retention Fan engagement Sponsorship valuation Customer relationship management Digital marketing Market research Data visualization. This book examines changes in the ticketing marketplace and spotlights innovative ticketing strategies used in various sport organizations. It shows how to engage fans with social media and digital analytics, presents techniques to analyze engagement and marketing strategies, and explains how to utilize analytics to leverage fan engagement to enhance revenue for sport organizations. Filled with insightful case studies, this book benefits both sports business professionals and students. The concluding chapter on teaching sport analytics further enhances its value to academics.
Author: John A. Fortunato
Publisher: McFarland
ISBN: 0786474319
Category : Sports & Recreation
Languages : en
Pages : 227
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Book Description
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 $51 billion, it is clear that many companies see this as an important promotional communication strategy. Instructors considering this book for use in a course may request an examination copy here.
Author: T. Bettina Cornwell
Publisher: Routledge
ISBN: 1317810430
Category : Business & Economics
Languages : en
Pages : 248
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Book Description
Sponsorship of sports, arts or events can be a powerful form of marketing communication for businesses and organizations. This book introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how sponsorship can be planned, executed and measured. Drawing on original research, and exploring key theory, best practice and cutting-edge issues, this is also the only book to fully explain how the sponsor can implement successful sponsorship campaigns and achieve their communication objectives. The book covers every important conceptual and functional area of sponsorship in marketing communications, including: audiences, strategies and objectives leveraging and activation building sponsorship portfolios measurement and evaluation ambush marketing managing relationships internal audiences public policy and legal issues Every chapter includes case studies, examples and data from real organizations, business, campaigns and events, vividly illustrating the link between fundamental principles and effective practice. No other book provides such a comprehensive, evidence-based introduction to sponsorship, demonstrating how organizations can connect brands to real life. This is essential reading for all students and practitioners working in sport marketing, sport business, events marketing, arts administration, business communication or marketing management.
Author: Ho Keat Leng
Publisher: Taylor & Francis
ISBN: 1003831567
Category : Sports & Recreation
Languages : en
Pages : 350
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Book 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 policy-makers working in sport business and management, sport marketing, digital marketing, marketing communications or brand management.
Author: John R. Balkam
Publisher:
ISBN: 9781641373371
Category : Business & Economics
Languages : en
Pages : 226
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Book Description
Consumers today care about the values and behaviors of the companies from whom they purchase; they expect brands to align with their personal values. This rise of "conscious consumerism' means that businesses must adapt their operations and their marketing practices, accordingly. The need for a new approach to marketing has never been more apparent than in the sports and entertainment industry, where the stakes are high and the rewards are even higher. 3-Win Sponsorship is an in-depth look into how organizations can begin integrating purpose and social impact into sponsorship platforms. It examines the history of sponsorship, how the practice got to where it is today, and looks into how organizations can adapt their marketing efforts to take on these new challenges and succeed through social impact sponsorship deals. In this book, you'll learn about: - The history and origins of modern sponsorship- The 5 Principles of Effective 3-Win Sponsorship- Examples of 3-Win Sponsorship platforms such as: - How the Super Bowl 50 Host Committee created and executed the most giving, sustainable Super Bowl on record. - Why Nike stood by NFL athlete turned social justice activist, Colin Kaepernick, and how their business thrived because of it. - How Maple Leaf Sports & Entertainment teamed up with Hellman's to get fans engaged in the issue of food waste in Canada. - The growth of purpose-driven marketing and how to implement the 3-Win sponsorship framework at future events like the 2026 World Cup or the 2028 LA Olympics.3-Win Sponsorship will help brand marketers, sponsorship professionals, and corporate executives understand why purpose is the key to successful sponsorship deals going forward. This book will help close the gap between the corporate social responsibility (CSR) department and the marketing department, as it helps you understand the importance of integrating impact into sponsorship deals. In the next decade, the businesses who do good for people and the planet will win. 3-Win Sponsorship will help show you how to be a winner.
Author: Leah Gillooly
Publisher: Taylor & Francis
ISBN: 100063504X
Category : Sports & Recreation
Languages : en
Pages : 77
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Book Description
This book is an accessible, practical, and systematic guide to stadium naming rights sponsorship within sport, designed to help practitioners and students gain a better understanding of how naming rights work and the benefits that sport and corporate organisations may get from this kind of arrangement. The book explains the key principles underpinning naming rights deals and sports sponsorship in non-specialist language for readers with little prior knowledge of the subject. Drawing on examples and case studies of naming rights sponsorships in international markets, across both professional and amateur sport, the book examines key practical issues such as how naming rights differ from other types of sponsorship, why brands should sign a naming rights deal, and how organisations can maximise their return on naming rights sponsorship. Concise, informative, and practice-focused, this book offers essential insights for all sport management practitioners, for any marketing executives considering sport sponsorship, and for any students or researchers with an interest in sport marketing, sport management, marketing, or events and facilities management.
Author: Norm O'Reilly
Publisher: Sport Business Insights
ISBN: 9780367723941
Category : Sports sponsorship
Languages : en
Pages : 138
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Book Description
Sponsorship is a vital area of contemporary sport business. This book offers a concise and practice-focused introduction to sport sponsorship, including an explanation of key concepts, a survey of the key tools required to be a successful practitioner, and insights into real-world practice from authors with extensive industry and academic experience. Covering sport at all levels, from professional to grassroots, and including international cases and examples throughout, the book demonstrates that sport sponsorship works if done correctly. Drawing on the latest cutting-edge research, it introduces the core principles of sport sponsorship and shows how to get maximum value at each stage of the sponsorship process, from plan to activation, servicing and evaluation, for sponsor, property or agency. Requiring no prior knowledge of sport sponsorship, and full of real-world examples of best practice, this is the perfect primer for any student or industry professional looking to improve and deepen their understanding of this core element of modern sport business.
Author: Fiona Green
Publisher: Routledge
ISBN: 1351610333
Category : Business & Economics
Languages : en
Pages : 194
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Book Description
For many years, sports rights owners have had an ‘if you build it, they will come’ attitude, suggesting they take their fans for granted. Combined with advances in broadcasting quality, digital marketing, and social media, this has resulted in diminishing attendances and participation levels. The use of CRM (Customer Relationship Management), BI (Business Intelligence) and Data Analytics has therefore become integral to doing business in sports, emulating the approach used by brands such as Amazon, Netflix, and Spotify. Technology has made the world a smaller place; clubs and teams can now connect with their fans anywhere in the world, allowing them to grow their marketplace, but they operate in an ‘attention economy’ where there’s too much choice and engagement is key. This book sets out to share the processes and principles the sports industry uses to capitalise on the natural loyalty it creates. Case studies and commentary from around the world are used to demonstrate some of the practices implemented by the world’s leading sports brands including clubs Arsenal and the San Antonio Spurs. the governing bodies of UEFA and Special Olympics International, and the MLS and NHL. With a focus on our unique challenges coupled with the opportunities the use of data creates, this book is essential reading for professionals within the sports industry.
