1st Edition

Sports Sponsorship and Branding Global Perspectives and Emerging Trends

Edited By Ho Keat Leng, James J. Zhang Copyright 2024
    327 Pages 9 B/W Illustrations
    by Routledge

    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


    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).