Sports Sponsorship: A Win-Win Strategy

Author: Cai Junwu
Publisher:
Publish Date: 2001-10-01
Features: This book introduces the win-win strategies of sports sponsorship through rich case studies. Students will gain comprehensive knowledge and the ability to apply what they learn to different situations; sponsors will have their minds opened and their interest greatly increased; sponsorship professionals will find it easy to handle their work and feel empowered; sponsorship decision-makers will become adept at navigating the landscape and have a sure win; sponsorship failures will sigh in regret upon closing the book, wishing they had started earlier; and successful sponsors will smile with satisfaction, entering a higher realm. The book covers topics such as an overview of sports sponsorship, how companies can engage in sports sponsorship, the marketing strategies of sports departments, the implementation and evaluation of sponsorship, sponsorship activities under the Olympic rings, and the future trends of sports sponsorship. Reading this book: Students will gain comprehensive knowledge and the ability to apply what they learn to different situations; sponsors will have their minds opened and their interest greatly increased; sponsorship professionals will find it easy to handle their work and feel empowered; sponsorship decision-makers will become adept at navigating the landscape and have a sure win; sponsorship failures will sigh in regret upon closing the book, wishing they had started earlier; and successful sponsors will smile with satisfaction, entering a higher realm.