Sports Sponsorship &
A European Perspective
By Wim Lagae
Financial Times / Prentice Hall
264 Pages, Illustrated, 6 ¾" x 9 ¼"
$79.50 Paper Original
Sports Sponsorship and Marketing Communications concentrates primarily on the
objectives of marketing communication of brands that invest in sport sponsoring
and how sponsors can utilize sport sponsoring to achieve brand and sales-related
This book provides a truly European approach to this emerging field and provides
the reader with a very clear link between marketing communications theory and
the practicalities of sports sponsorship. This book is written for any students
studying sports marketing, sports management, physical education or broader
marketing courses. The book also aims to reach professionals in this field.
1. Sport, marketing and communication
2. Sports sponsorship
3. Sport sponsoring and public relations
4. Sports sponsorship and advertising
5. Sports sponsorship and direct marketing
6. Sports sponsorship and sales promotion
7. The effectiveness of sports sponsorship communication
" Chapter Overview sets up the chapter structure.
" Teaching Objectives clearly outlines material to follow.
" Sections and Sub Headings in the main text aid in digesting the important
" Tables and diagrams help conceptualize concepts.
" Mini cases and worked-out examples illustrate the core theme.
" End-of-chapter key terms, review questions, discussion questions and a summary
provide reinforcement of key concepts.
" Comprehensive follow-up cases at the end of each chapter demonstrate real-world
" Endnotes offer access to relevant literature to enable further study and research.
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