ABSTRACT
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.
TABLE OF CONTENTS
part I|144 pages
Sponsorship and Branding
chapter Chapter 6|17 pages
Sports Sponsorship and Brand Value
chapter Chapter 8|18 pages
Student-Athlete Name, Image, and Likeness (NIL)
chapter Chapter 9|19 pages
Impact of Perceived Functional and Image Fit on Consumer-Focused Effectiveness for New NBA Sponsorship
part II|144 pages
Emerging Trends