Leveraging the benefits of sport sponsorship: A global brand's local engagement through sport sponsorship

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Jones, Adam and Nauright, John (2017) Leveraging the benefits of sport sponsorship: A global brand's local engagement through sport sponsorship International Cases in the Business of Sport, UK, Routledge.

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Abstract

This case study evaluates the additional benefits of sport sponsorship over and above the usual marketing communication objectives.  It explores the sponsorship by an international financial servies company, American Express, of a local professional football club, Brighton and Hove Albion.

Item Type: Other form of assessable output
Subjects: N000 Business and Management > N200 Management studies > N260 Sport, Leisure and Recreation Management
L000 Social Sciences > L300 Sociology > L311 Sport and Leisure
Depositing User: Converis
Date Deposited: 09 Feb 2018 14:01
Last Modified: 09 Feb 2018 14:08
URI: http://eprints.brighton.ac.uk/id/eprint/17864

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