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Sport sponsorship

Ferkins, Lesley and Garland, Ron 2006, Sport sponsorship. In Leberman, Sarah, Collins, Chris and Trenberth, Linda (ed), Sport business management in Aotearoa/New Zealand, Thomson Dunmore Press, South Melbourne, Vic., pp.274-297.

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Title Sport sponsorship
Author(s) Ferkins, Lesley
Garland, Ron
Title of book Sport business management in Aotearoa/New Zealand
Editor(s) Leberman, Sarah
Collins, Chris
Trenberth, Linda
Publication date 2006
Chapter number 14
Total chapters 20
Start page 274
End page 297
Total pages 24
Publisher Thomson Dunmore Press
Place of Publication South Melbourne, Vic.
Keyword(s) ambush marketing
media brand values
brand awareness
media supplier
cause-related marketing
official licensing
contra, or in-kind, sponsorship
official supplier
event marketing
event marketing campaigns
grants and donations
sponsorship marketing
industry/category exclusivity
sponsorship property
By the end of this chapter, readers will be able to:
• describe the nature and role of sponsorship as part of a company's marketing mix;
• be familiar with terminology relating to sponsorship and integrated sponsorship marketing;
• discuss the background and growth of sponsorship as a marketing discipline globally and in New Zealand;
• understand corporate methodology for measuring sponsorship effectiveness;
• identify models for sponsorship selection, planning, management and evaluation;
• understand the role of research in sponsorship;
• describe techniques for developing a sponsorship proposal;
• be familiar with global and local trends in sponsorship;
• understand legal implications, including contracts/agreements, ambush marketing and cause-related sponsorship.
ISBN 9780170128964
Edition 2nd
Language eng
Field of Research 150404 Sport and Leisure Management
HERDC Research category B1.1 Book chapter
ERA Research output type B Book chapter
Copyright notice ©2006, Thomson Dunmore Press
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Document type: Book Chapter
Collection: School of Management and Marketing
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