1st Edition
Sports Sponsorship and Branding Global Perspectives and Emerging Trends
This book takes a close look at branding and sponsorship in sport in the age of digital media. It examines how branding and sponsorship have evolved in response to the challenges and opportunities of new technologies.
Featuring the work of leading international sport business researchers from four continents and twelve countries, the book explores key contemporary topics including esports, name and image likeness (NIL) rights, viewer experience, machine learning, social media use by athletes, sport migration, and the impact of COVID-19. It presents cutting-edge cases and new data across sports and events, including the Olympics, the NBA, international football, the rafting world championships, and collegiate sports.
The book is an essential resource for advanced students, researchers, practitioners, and policymakers working in sport business and management, sport marketing, digital marketing, marketing communications, or brand management.
1. Emerging Trends in Sport Sponsorship and Branding: An Introduction
Ho Keat Leng and James J. Zhang
Part I: Sponsorship and Branding
2. Advertising Investment through Sport Media
Nor Eeza Zainal Abidin and Lihong Wei
3. Sponsorship Strategies and Branding in Esports
Sardar Mohammadi, Mike Rayner, Seyyed Iman Ghaffarisadr, and Hossein Abdolmaleki
4. Antecedents and Outcomes of Sponsorship in the Context of Esports
Olga Polyakova and Kostas Alexandris
5. Emergence of Logo-Less Branding: Application to the Context of Sports
Don Lee, Michael Cottingham, Jae Hee Park, and Minseok Cho
6. Sports Sponsorship and Brand Value: A Case Analysis of Tahincioğlu Basketball Super League Name Sponsorship
Özlem Işik Iṅan and Yeter Aytül Dağli Ekmekçi
7. Passion in the Branding of International Football Clubs
Darrel Teo
8. Student-Athlete Name, Image, and Likeness (NIL): Sponsorship Opportunities and Challenges
John A. Fortunato
9. Impact of Perceived Functional and Image Fit on Consumer-Focused Effectiveness for New NBA Sponsorship
Wen-Hao Winston Chou and James J. Zhang
Part II: Emerging Trends
10. Harnessing the Power of Machine Learning in Sport Consumer Behavior Research
James Du, Nathan David Pifer, and Susmit S. Gulavani
11. Consumerisation of Information Technologies in Sports: Opportunities and Challenges in the Age of Digital Natives
Hakan Yilmaz and Cem Tinaz
12. Sports Information, Social Communication, and Protection of the Olympic Brand: IOC Guidelines on Using Social Media during Olympic Games
Angela Busacca
13. Supplemental Attractions to Foreign Sporting Event Participants: Lessons in Branding from a Case Study of the World Rafting Championship in Japan
Isao Okayasu, Shiro Yamaguchi, Takaya Hirano, and Yasuhiro Kudo
14. Sport Migration Influences on Cultural Brand Image: A Quantitative World-Systems Analysis
William Crossan and Tomas Ruda
15. Impacts of COVID-19 on Sports and Sponsorship
Sara Keshkar
16. Resilience in the Face of Adversity: Examining the Effects of COVID-19 on Physical Activity and the Sporting Industry in Singapore
Govindasamy Balasekaran, Ng Yew Cheo, Taufiq Izzudin Bin Jamaludin, and Peggy Boey
Biography
Ho Keat Leng is a Post-Doctoral Scholar at the University of Georgia, USA. Prior to that, he was a faculty member at Nanyang Technological University, Singapore. His research interest is in marketing, specifically in the area of sport sponsorship and consumer behavior. He is Associate Editor for Managing Sport and Leisure and an editorial board member for several journals, including the International Journal of Sports Marketing and Sponsorship and the Journal of Global Sport Management.
James J. Zhang is Professor of Sport Management at the University of Georgia, USA. His primary research interests are applied measurement and/or applied studies examining sport consumer behavior. He has previously been Editor of the International Journal of Sports Marketing and Sponsorship, Sport Management Section Editor of the Measurement in Physical Education and Exercise Science journal, and President of the North American Society for Sport Management (NASSM).
