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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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