Sponsorship in Marketing: Effective Partnerships in Sports, Arts and Events, 2nd Edition (Paperback) book cover

Sponsorship in Marketing

Effective Partnerships in Sports, Arts and Events, 2nd Edition

By T Bettina Cornwell


280 pages | 19 B/W Illus.

Purchasing Options:$ = USD
Paperback: 9780367343446
pub: 2020-03-18
Available for pre-order. Item will ship after 18th March 2020
Hardback: 9780367343439
pub: 2020-03-18
Available for pre-order. Item will ship after 18th March 2020

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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 sponsorcan 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
  • audiences, strategies and objectives
  • leveraging and activation in traditional and social media
  • building sponsorship portfolios and rosters
  • managing and ending relationships
  • 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.


"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.

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

10 Ambushing

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

About the Author

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.

Subject Categories

BISAC Subject Codes/Headings:
BUSINESS & ECONOMICS / Marketing / General
SPORTS & RECREATION / Business Aspects