Short description:

Now in a fully revised and updated third edition, Sponsorship in Marketing introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how sponsorship can be planned, executed and measured.

Long description:

Now in a fully revised and updated third edition, Sponsorship in Marketing introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how sponsorship can be planned, executed, and measured.

Drawing on original research and exploring key theory, best practice, and cutting-edge issues, this book fully explains how to implement successful partnerships to achieve branding, communication, and engagement objectives. It covers every important conceptual and functional area of sponsorship in marketing communications, including the technology-led transformation of sponsorship, audiences, strategies and objectives, leveraging and activation in traditional and social media, building sponsorship portfolios and rosters, managing and ending relationships, and public policy and legal issues. Every chapter includes international case studies and examples, self-test questions, and examples from real organizations, businesses, campaigns, and events, vividly illustrating the link between fundamental principles and effective practice. This updated edition includes expanded coverage of technology, including digital assets and data; influencers, including name and image likeness (NIL); contracts and ?deliverables;? and ethical issues including sportswashing. No other book provides such a comprehensive, evidence-based introduction to sponsorship, demonstrating how organizations can connect brands to real life.

This is an essential textbook for any course on sponsorship, and invaluable reading for any practitioner working in sport marketing, sport business, events marketing, arts administration, business communication, or marketing management.

Additional resources for instructors include slides, videos highlighting concepts, and additional case problems.

"With its detailed frameworks and models, this book provides a thorough exploration of sponsorship strategy, from building effective partnerships to engaging target audiences authentically. It?s an essential guide for both scholars and professionals aiming to maximize value and foster long-term, meaningful brand connections."

Kathy Babiak, Professor of Sport Management, University of Michigan, USA 

"Dr Cornwell insightfully explains the multifaceted role of sponsorship and its evolution towards a network of opportunities beyond the dyadic relationships sponsor-sponsee. This new book edition is an essential reading for students, academics and practitioners involved in the sports ecosystem and for everyone with an interest in marketing."

Rui Biscaia, Associate Professor (Reader) of Sport Management, University of Bath, UK 

"Bettina Cornwell's Sponsorship in Marketing has become the standard book on sponsorship for students, researchers, and practitioners. The 3rd edition offers an update and expansion of the scientifically sound, practice-oriented overview of the sponsorship world. With valuable insights and practical models, it is even more of a must-have for sponsorship professionals."

Christoph Breuer, Professor, Institute of Sport Economics and Sport Management, German Sport University Cologne, Germany 

"Bettina Cornwell is one of the top authorities when it comes to sponsorship and her book reflects her vast knowledge and insight on sponsorships. It provides an excellent blend on the theory for understanding sponsorship along with relevant practical cases and examples applying it. It is a tremendous resource for practitioners, scholars, and students."

Vassilis Dalakas, Visiting Professor of Sport Marketing, San Diego State University, USA 

"A very complete and documented book addressing the essential facets of beginning, developing, understanding, managing, leveraging and assessing sponsorship activities, and written by the author who has published most in the world and all time on sponsorship. A must for anyone interested or involved in sponsorship activities and linked marketing!"

Jean-Luc Herrmann, Professor in Marketing, University of Lorraine, France 

"From the foremost expert in the field, Sponsorship in Marketing is an essential and comprehensive guide to sponsorship. It delves into the theoretical principles of sponsorship which are brought to life by current examples and practical applications. It offers invaluable insights into the evolving landscape of this dynamic marketing tool."

Janet S. Fink, Professor, University of Massachusetts Amherst, USA 

"Bettina Cornwell?s Sponsorship in Marketing provides a comprehensive and insightful guide from one of the foremost experts in sport sponsorship. Built on cutting-edge research and enriched with contemporary examples, this book makes complex concepts accessible and relevant, offering a valuable resource for anyone aiming to master modern sponsorship strategies."

Thilo Kunkel, Professor in the School of Sport, Tourism & Hospitality Management, Temple University, USA

Table of Contents:

Part I: Background Basics

1 How We Got Here

2 The Sponsoring Process

3 Becoming Partners

4 Sponsorship Audiences and Strategic Planning

5 How Sponsorship Works

6 Leveraging and Activation

7 Portfolios and Rosters

8 Measuring Sponsorship Outcomes

9 Evaluating Sponsorships

10 Ambushing and Consciousness-washing

11 Relationships ? Beginning, Managing, and Ending

12 Memory in Sponsorship

13 Internal Audiences for Sponsorship

14 CSR, Policy, and Purpose in Sponsorship