Sports Sponsorship and Branding: Global Perspectives and Emerging Trends

This book explores the evolution of branding and sponsorship in sport in the age of digital media, featuring the work of leading international sport business researchers. It covers key contemporary topics such as esports, NIL rights, viewer experience, machine learning, social media use by athletes, sport migration, and the impact of COVID-19, presenting cutting-edge cases and data across sports and events.

Format: Hardback
Length: 317 pages
Publication date: 22 December 2023
Publisher: Taylor & Francis Ltd

In the ever-evolving landscape of digital media, this comprehensive book delves into the intricate world of branding and sponsorship in the realm of sports. It explores the profound transformations that these aspects have undergone in response to the ever-changing challenges and abundant opportunities presented by new technologies. Drawing upon the expertise of renowned international sport business researchers hailing from four continents and twelve countries, the book uncovers a wealth of key contemporary topics, including the burgeoning esports industry, the complex realm of name and image likeness (NIL) rights, the enhancement of viewer experiences, the power of machine learning, the impact of social media on athletes, the phenomenon of sport migration, and the far-reaching consequences of the COVID-19 pandemic.

Through a rich tapestry of cutting-edge cases and fresh data spanning various sports and events, including the Olympics, the NBA, international football, the rafting world championships, and collegiate sports, the book offers a profound insight into the ever-evolving dynamics of the sport business. It serves as an invaluable resource for advanced students, researchers, practitioners, and policymakers engaged in the fields of sport business and management, sport marketing, digital marketing, marketing communications, and brand management.

By examining the intricate interplay between branding, sponsorship, and new technologies, this book provides a valuable roadmap for navigating the complex terrain of sports marketing in the digital age. It sheds light on the strategies and tactics employed by organizations and individuals to create meaningful connections with fans, athletes, and stakeholders, and to achieve sustainable growth and success in the highly competitive world of sports.

Weight: 810g
Dimension: 234 x 156 (mm)
ISBN-13: 9781032603902