Cross-Border Sponsorship

Cross-Border Sponsorship

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Sports sponsorship gained prominence in the 1970s in the United States (U.S.). According to Benoît Seguin, at the University of Ottawa, Canada, as television and radio licenses increased in the 1970s, “competition between advertisers to attract consumers’ attention was fierce.” As originally coined by Tony Meenaghan in the International Journal of Advertising in 1991, sponsorship is defined as “an investment in cash or kind, in an activity, person or event (sponsoree, or athlete being sponsored), in return for access to the exploitable commercial potential associated with that activity, person or event by the investor (sponsor).” According to sports sponsorship expert, IEG, what originally began as a means to attract advertisers across the four major U.S. professional sports leagues and their teams is now an industry of over $2.46 billion.

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