This is the first English language text to analyse and explain sports sponsorship in full, looking at law, marketing and business practice Sports sponsorship is

Spending on sport sponsorship was projected to achieve 8.7 billion dollars in the first year of the new millennium, up over 14 percent over 1999. From high scho

This book focuses on how the sponsorship of sports works: the costs, the goals, evaluation and selection of the property a sponsor chooses, how to activate a sp

Sports Sponsorship: A Professional's Guide offers long overdue advice on every aspect of the tough and often daunting task of seeking sports sponsorship. Writte

This text concentrates primarily on the objectives of marketing communications in sport and examines how sponsors can utilise sport sponsorship to achieve brand