Introduction to Sports Sponsorship

Author: Yang Xiaosheng
Publisher:
Publish Date: 2004-06-01
Features: This book is one of the series textbooks for social sports majors in ordinary higher education institutions. It aims to help students understand the basic concepts and principles of sports sponsorship, such as its concept, origin, significance, characteristics, constituent factors, principles, and systems, by studying these topics. Combined with the current status and development trends of sports sponsorship, students will gain a correct understanding of the functions of sports sponsorship, master the operational procedures, methods, and means of planning and implementing sports sponsorship, improve their awareness and ability in sports sponsorship management, and learn how to evaluate the benefits of sports sponsorship. At the same time, through extensive case analyses and critiques, the book strengthens the connection between theory and practice, enhancing students' practical awareness and analytical skills. The book is divided into three parts: Principles, Methods, and Sponsorship, covering main topics such as an overview of sports sponsorship, the significance, characteristics, and types of sports sponsorship, the constituent factors of sports sponsorship, the principles of sports sponsorship, the foundation of sports sponsorship methodology, the planning and implementation of sports sponsorship, the management of sports sponsorship, and the evaluation of sports sponsorship benefits. This book can also serve as a reference for elective courses in other sports majors in ordinary higher education institutions and for social sports workers.