Advanced Sports Sponsorship Strategies - The Ultimate Guide for Rights Holders, Brands and Agencies

• Describes the global sponsorship market and the key drivers for the growth of sports sponsorship, providing estimates for sponsorship versus advertising expenditure based on the latest available research
• Provides insights into best sports sponsorship practice of some of the world’s leading brand owners and sports properties
• Looks at the sponsorship sales process and provides strategies to help improve the chance of sales success
• Takes a robust view of cause related marketing, its place in a sports sponsorship programme as well as the latest tool in measuring its contribution and value
• Describes a wide range of new interactive communication channels, such as broadband, interactive TV, mobile and other emerging channels and assesses the impact these channels have on sponsorship
• Analyses techniques for the measurement and evaluation of sports sponsorship
• Explores some of the key ethical issues in the link between sports sponsorship and gambling; financial services; tobacco; alcohol; food and beverages; and children.
• Examines the boundaries that non-sports sponsors reach as part of ambush marketing activities and reviews some of the key strategies in combating ambush marketing including enforcement of legislative powers
• Explores experiential sponsorship from the perspective of best practice in event and venue sponsorship
• Looks at the likely future direction and growth of the sports sponsorship industry and the changes that may take place over the next 20 years