Global Sport Sponsorship

Estimated to have an annual worth of US$24.8 billion dollars, the global sport sponsorship industry has become of vital importance to anybody interested in understanding the sport-commerce nexus. Global Sport Sponsorship is the first text to provide a comprehensive, multi-disciplinary analysis of this industry.

Leading scholars from marketing, management, sociology, cultural studies, tourism, and gender studies address issues central to current debates in each of these disciplines. Topics covered include the strategic nature of global sport sponsorship; the role of celebrities in global advertising; controversies surrounding conventional norms of what constitutes 'acceptable' sponsorship; the utilization of sponsorship in the construction of global alliances; using sponsorship to negotiate local markets and the development of effective methods of evaluation.

Global Sport Sponsorship is essential reading for anyone involved in the practice or academic study of one of the world's largest industries. Review: 'Global Sport Sponsorship provides an important contribution to the literature on sports sponsorships. The book succeeds in achieving its goal of providing the first truly cutting-edge perspective on the cultural, economic, and social consequences of sponsorships on a global basis.

Because sport has become an increasingly international phenomenon, this book's global perspective could not be more timely.'Dennis Howard, Head of Marketing and Philip H. Knight Professor of Business, University of Oregon'A timely, comprehensive and challenging analysis of the phemonemon of global sport sponsorship which should be essential reading for both students and researchers.'Barrie Houlihan, Loughborough University