Sports Sponsorship and Branding
eBook - ePub

Sports Sponsorship and Branding

Global Perspectives and Emerging Trends

Ho Keat Leng, James J. Zhang, Ho Keat Leng, James J. Zhang

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  1. 254 pages
  2. English
  3. ePUB (mobile friendly)
  4. Available on iOS & Android
eBook - ePub

Sports Sponsorship and Branding

Global Perspectives and Emerging Trends

Ho Keat Leng, James J. Zhang, Ho Keat Leng, James J. Zhang

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About This Book

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 policymakers working in sport business and management, sport marketing, digital marketing, marketing communications, or brand management.

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Information

Publisher
Routledge
Year
2023
ISBN
9781003831563
Edition
1
Topic
Negocios y empresa
Subtopic
Ciencias del deporte y del ejercicio

Table of contents