Sports Sponsorship - A Win-Win Strategy

Author: Cai Junwu, Zhao Changjie
Publisher:
Publish Date: 2002-10-01
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 concepts 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 more confident; sponsorship decision-makers will become more strategic and confident in their choices; those who have failed in sponsorship will regret not reading it earlier; and successful sponsors will smile with satisfaction and reach a higher level. 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 concepts 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 more confident; sponsorship decision-makers will become more strategic and confident in their choices; those who have failed in sponsorship will regret not reading it earlier; and successful sponsors will smile with satisfaction and reach a higher level.