Handbook of Research on Sport and Business
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Handbook of Research on Sport and Business

Edited by Sten Söderman and Harald Dolles

This Handbook draws together top international researchers and discusses the state of the art and the future direction of research at the nexus between sport and business. It is heavily built upon choosing, applying and evaluating appropriate quantitative as well as qualitative research methods for practical advice in sport and business research.
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Chapter 24: State of the art and science in sponsorship-linked marketing

T. Bettina Cornwell


Sponsorship of sports, arts, and charitable events is a mainstream marketing activity no longer in need of extensive introduction or justification. There is, however, a need to account for the progress made to date in integration of sponsorship-linked marketing into management, theory, and research. Moreover, there is a need to open a discussion of realignment in our thinking regarding the role that sponsorship and other indirect marketing communications play and will play in the future. Up to this point, we have tended to consider sponsorship, product placement, advergaming, and other new approaches as uniquely interesting areas at the intersection of advertising and entertainment. It is time to consider these trends holistically as a move toward a new era in communications, one that could be called ‘indirect marketing.’ There are many perspectives that can be taken on sponsorship. In this chapter, the perspective of the firm or organization that might use sponsorship in a marketing and communications program is considered.

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