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SPORTS SPONSORSHIP AND BRANDING [electronic resource] : global perspectives and emerging trends

Published
[Place of publication not identified] : ROUTLEDGE, 2023.
Physical Description
1 online resource
Additional Creators
Leng, Ho Keat, 1971- and Zhang, James J.
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Summary
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.
Subject(s)
ISBN
9781003831563 (electronic bk.)
1003831567 (electronic bk.)
9781003458890 (electronic bk.)
1003458890 (electronic bk.)
9781003831549 (electronic bk. : PDF)
1003831540 (electronic bk. : PDF)
1032603909
9781032603902
View MARC record | catkey: 42818890