• Summary
  • Contents
  • Subject index

Written by European professors and focusing on the specificities of European sport, When Sport Meets Business analyses the growing commercialisation of professional sport in recent years and explains how it has developed into a major global industry. Structured into four sections, the book covers the key issues in the Business of professional sport: The New Sport Environment – Analysing the consequences of increasing commercialisation by looking at the multi-billion dollar sports goods industry; the effects of globalisation and how commercial influences have made running one of Europe’s most popular sports. Sport Marketing and Media – Investigating the role media and marketing has in commercialisation, with emphasis on the growth of sponsorship; media rights in European club football and the growing influence of social media in ...

The Commercial Growth of Sponsorship
The Commercial Growth of Sponsorship
Thorsten Dum Ulrik Wagner
Introduction

Sponsorship is a conspicuous example of the interconnectedness of sport and business. As the professionalisation of sponsoring as well as spending on sponsorships have increased rapidly in recent years, this marketing instrument has come to be viewed as a legitimate element in the promotional and communicational mix that has been justified as a business expense (Amis & Cornwell 2005; Cornwell 2014). A ‘sponsorship’ can be any sort of licensing deal in which a sponsored property (‘sponsee’) is usually paid money to leverage various forms of objectives for the benefit of the sponsoring party (‘sponsor’). According to Cornwell’s definition ‘sponsorship-linked marketing is the orchestration ...

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