Global Sport Sponsorship

Global Sport Sponsorship

Global Sport Sponsorship

Global Sport Sponsorship

Synopsis

Estimated to have an annual worth of $24.8 billion dollars, the global sponsorship industry has become of vital importance to anybody interested in understanding the sport-commerce nexus. This text provides a comprehensive, multi-disciplinary analysis of this relationship. Topics covered include the strategic nature of global sport sponsorship; the role of celebrities in global advertising; the utilization of sponsorship in the construction of global alliances; and more.

Excerpt

A dominant topic of study and conversation across the social sciences in recent years has been the extent to which our lives have become permeated by forces encapsulated under the nebulous and contested term “globalization.” Contending with such forces has similarly become a prevalent consideration in the strategizing of executives at most major corporations. Difficult to define in any succinct manner, globalization has been variously examined in terms of the ideological, political, economic, technological and social changes that have become manifest in, and characteristic of, our existence. While the degree to which these various dynamics do indeed impact our lives has been questioned (e.g. Hirst & Thompson, 1999; Rugman, 2003), there is little doubt that we exist in a “global age” and thus must fundamentally revise our conceptualization of an array of previously taken for granted operating practices, organizing assumptions and modes of interaction (Albrow, 1996).

Prominent within this consideration has been the changing role of the nation-state; the increased prominence of large, private corporations engaged in cross-border trade; the spread of capitalism and neo-liberal ideologies; the technological advancements that have precipitated seemingly instantaneous communication across, and access to information from, disparate parts of the world; the creation of networks of organizations that span international boundaries; the role of supra-national institutions such as the United Nations, World Bank and European Parliament; the creation of powerful trading blocs such as the North American Free Trade Agreement, the European Union, and the most recent Free Trade Area of the Americas; the more distant, rapid and frequent travel of individuals around the world for work and leisure; and the changing emphases on traditional societal institutions such as the family, church and workplace in different countries (see, for example, Albrow, 1996; Castells, 1996; Giddens, 2002; Harvey, 1990; Held, McGrew, Goldblatt & Perraton, 1999; Parker, 1999; Segal-Horn & Faulkner, 1999; Tomlinson, 1999). Clearly, this list is neither exhaustive nor are the various manifestations independent, but together they constitute a very changed operating environment for organizations and institutions of all types.

Despite this increased level of scholarly and practical interest, attention devoted to the ways in which sport sponsorship has been affected by, and has . . .

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