The Routledge Handbook of Sports Sponsorship provides a comprehensive guide to the successful management of sport sponsorship. From the development of an appropriate strategy to the implementation of the sponsorship operation through to post-event analysis, this book offers an authoritative reference for large and small events. The text also provides an accessible review of the legal issues associated with marketing, copyright and contracts in print, television and radio sponsorship, illustrated with a wealth of case studies. Includes: • Sports marketing and sports management theory. • Stage by stage analysis of the sponsorship process •The roles of different key stakeholders in the process • Thorough explanation of copyright and contract law for sports sponsorship • Major international sports sponsorship case-studies examined from concept stage through to post-event analysis. The Routledge Handbook of Sports Sponsorship is essential reading for students and a valuable reference for professionals in sports law, sports management, sports marketing and brand management.

Routledge Handbook of Sports Sponsorship: Successful Strategies

Business & Money

Ferrand, Alain

Torrigiani, Luiggino

Camps i Povill, Andreu

Industries

Routledge

Routledge Handbook of Sports Sponsorship

Economics

Expand your understanding of the unique strategic and operational marketing issues that Olympic sport organizations and their stakeholders face. Marketing of Olympic Sport Organisations offers valuable insight into the purposes of Olympic sport organizations as well as the differences between profit-motivated sport businesses and not-for-profit sport organizations. It also shows you how to integrate the two increasingly similar concepts into your marketing strategy. Marketing of Olympic Sport Organisations was developed for use in the Executive Masters in Sports Organisation Management (MEMOS) program. MEMOS, founded in 1995 by a network of European universities supported by Olympic Solidarity, aims to improve the management of sport organizations and provide a higher level of training for sport managers. The book covers the second of three courses in the MEMOS program. It addresses in detail the combination of social and economic issues within the Olympic movement that create unique challenges and influence the effectiveness of marketing, sponsorship, and sales programs for sport organizations. A key issue is how to successfully intertwine the business-oriented concepts of a profit organization with the lifestyle and social aspects of marketing for a not-for-profit group. These concepts can be applied to any sport marketing organization. Each chapter in Marketing of Olympic Sport Organisations contains a case study from a different European country that shows how different sport organizations have marketed themselves and improved their standing. After each case study is introduced, it is referred back to periodically throughout the chapter to illustrate key points. Readers will learn how to do the following:-Improve brand equity management by assessing and managing its assets and liabilities.-Better understand the stakeholders of the Olympic sport organization by analyzing their expectations and decision-making processes in order to deliver the right service.-Market strategically by gaining strong positioning in the marketplace and developing more superior resources and competencies than those of competitors.-Manage strategic sponsorships by specifying the persuasive impact and developing a model to work out strategic choices. Marketing of Olympic Sport Organisations will help marketers worldwide improve the effectiveness of their marketing programs, resulting in successful sport organizations.

Marketing of Olympic Sport Organisations

Human Kinetics

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