Sports Sponsorship and Branding
Ho Keat Leng, James J. Zhang, & James J. Zhang
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.
Rok:
2023
Wydawnictwo:
Taylor & Francis (Unlimited)
Język:
english
ISBN 10:
1003831567
ISBN 13:
9781003831563
Plik:
EPUB, 2.84 MB
IPFS:
,
english, 2023