Sponsorship of sports, arts or events can be a powerful form of marketing communication for businesses and organizations. This new edition of Sponsorship in Marketing introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how sponsorship can be planned, executed and measured.
Drawing on original research and exploring key theory, best practice and cutting-edge issues, the book fully explains how the sponsor can implement successful sponsorship to achieve communication and engagement objectives. It covers every important conceptual and functional area of sponsorship in marketing communications, including:
- understanding the technology-led transformation of sponsoring
- learning about audiences, strategies and objectives
- leveraging and activation in traditional and social media
- building sponsorship portfolios and rosters
- managing and ending relationships
- understanding public policy and legal issues
Every chapter includes international case studies and examples, test questions, and data from real organizations, business, campaigns and events, vividly illustrating the link between fundamental principles and effective practice. This updated edition features a new model of the sponsorship process with an ecosystem perspective, discussion of endorsers and influencers in sponsorship, an introduction to the impact of streaming on sponsoring, and entirely new thinking on sponsorship returns and evaluation. No other book provides such a comprehensive, evidence-based introduction to sponsorship, demonstrating how organizations can connect brands to real life.
This is essential reading for all students and practitioners working in sport marketing, sport business, events marketing, arts administration, business communication or marketing management.
Table of Contents
Part I: Background Basics
1 How We Got Here
2 The Sponsoring Process
3 Becoming Partners
4 Sponsorship Audiences, Strategies, and Objectives
Part II: Sponsorship Essentials
5 How Sponsorship Works
6 Leveraging and Activation
7 Portfolios and Rosters
8 Measuring Sponsorship Outcomes
9 Evaluating Sponsorships
11 Relationships- Beginning, Managing and Ending
Part III: Advanced and Specialized Topics
12 Memory in Sponsorship
13 Internal Audiences for Sponsorship
14 Public Policy and Social Responsibility in Sponsorship
T. Bettina Cornwell is the Judy and Hugh Oliphant Chair in Sport Business, Head of the Department of Marketing and Professor of Marketing in the Lundquist College of Business at the University of Oregon, USA. She has received the Distinguished Career Contributions to the Scientific Understanding of Sport Business Award from the American Marketing Association and was the 2016 Thomas C. Stewart Distinguished Professor at the Lundquist College of Business. Her research focuses on marketing communications and consumer behavior and often includes international and public policy emphases.
"Dr. Bettina Cornwell has done it again! The 2nd edition of Sponsorship in Marketing pulls off another fresh and multifaceted approach. Backed by science, this one-of-a-kind book delivers both good and bad news so marketers know what sponsorship techniques to apply and traps to avoid. The book is chalked full of “gold nuggets” for anyone interested in sponsorship." - Shelly Rodgers, Professor of Strategic Communication at the School of Journalism , University of Missouri, USA and Editor-in-Chief of the Journal of Advertising.
“Recommended reading for anyone involved in sponsorship, from practitioners to researchers to students and beyond. Bettina Cornwell masterfully combines all of the essential information, trends and insights necessary to deliver a comprehensive overview of the state of sponsorship.” - Jim Andrews, Sponsorship Industry Veteran, Consultant and Educator.
"More than ever, sponsorship is a critical revenue generation function for sport managers. As leagues have entered into long-term broadcast deals, sponsorship presents a prime opportunity to grow sport revenues and brands. Dr. Cornwell's background and expertise make this book one that any sport manager should read as it provides the necessary insights and guidance to maximize the benefits and opportunities presented by sponsorship." - Alicia Jessop, Associate Professor of Sport Administration at Pepperdine University, USA.
"Professor Cornwell’s book is the best you could find for sponsorship/partnership. The book goes beyond theory and gives practical tools to apply in both the educational and professional sponsorship environment. In my case, it helped me through my sponsorship courses, and I am ready to use some of Prof. Cornwell’s models, like the 100-point model, in a future project as a sponsorship consultant. Recently, the book also helped me make sense of a real ambush situation in sponsorship." – Jimmy Castillo, independent sponsorship consultant and former Regional Sales Manager, Americas, at Swiss Timing (Swatch Group).