Table of contents
New media, branding and global sports sponsorship
James SantomierNew media has emerged as a significant dimension of branding and global sports sponsorship because it provides the capability to communicate with consumers worldwide via a…
The internationalisation of a sports team brand: the case of European soccer teams
André RichelieuToday, in the sports arena, the status of a sports team brand is vital. The purpose of this paper is to describe and explain how a team can become an international global brand…
Risk management in sports sponsorship: application to human mortality risk
Norm O'ReillyThis paper seeks to build understanding of the evaluation of sponsorships involving high human mortality risk. Examples of risky sponsees are presented, with two assessed as…
Sports sponsorship as a strategic investment in China: perceived risks and benefits by corporate sponsors prior to the Beijing 2008 Olympics
Xinquan Sheena YangThe purpose of this study is to examine the application of sports sponsorship in China, particularly to gain some understanding of the benefits as perceived by corporate sponsors…
The international trade of players in European club football: consequences for national teams
Harry Arne SolbergThe international trade of players in European club football does not seem to have had any negative effects on the national teams in the major leagues. Data presented in this…
ISSN:
1464-6668e-ISSN:
2515-7841ISSN-L:
1464-6668Online date, start – end:
1999Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr James Zhang