Sports Sponsorship and Branding:Global Perspectives and Emerging Trends (World Association for Sport Management Series)

by: Ho Keat Leng (Editor),James J. Zhang(Editor)

Publication Date: 22 Dec. 2023

Language: English

Print Length: 328 pages

ISBN-10: 1032603909

ISBN-13: 9781032603902

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 inteational 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 leaing, 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, inteational 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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