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Article
Publication date: 1 October 2005
Carl Grebert and Francis Farrelly
In this interview the context, strategic dimensions and success factors underpinning sponsorship are discussed. In the context of Nike's corporate philosophy and the forces of…
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Abstract
In this interview the context, strategic dimensions and success factors underpinning sponsorship are discussed. In the context of Nike's corporate philosophy and the forces of globalisation, Grebert and Farrelly look at the importance of aligning the brands of both the sponsor and the property and the implications for market segmentation. A strong emphasis is placed on factors that contribute to the effectiveness and success of Nike's sponsorship programmes.