The SAGE Handbook of Sport Management draws together the best current research on the major topics relevant to the field of sports management, including leadership, gender, diversity, development, policy, tourism, and media. Edited by two of the most respected figures in the field, the handbook includes contributions from leading sport management academics from Australia, Canada, New Zealand, USA, the UK and Europe. The key themes and debates of sport management are organized across three sections: sport management fundamentals and key concepts sport management challenges and issues sport management futures.

Sport Sponsorship and Endorsements

Sport Sponsorship and Endorsements

Sport Sponsorship and Endorsements
T. Bettina Cornwell

“Ultimately, we wanted Nike to be the world's best sports and fitness company. Once you say that, you have a focus. You don't end up making wing tips or sponsoring the next Rolling Stones world tour.” Phil Knight, founder of Nike (Marsh, 2013)

Sport and sportspeople are intimately intertwined with marketing, and relationship forms typically taken are sponsorship and or endorsements. These activities may involve sponsors, sport teams, leagues and athletes, sport media organizations, event governing bodies and sport stadia. The landscape is very competitive and the more sport management knows about their partners and potential partners, the better they are able to build meaningful relationships and attract new sponsors. Knowledge and understanding of this complex ...

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