ABSTRACT
At the end of this chapter you should be able to: ■ Understand the nature of sponsorship and partnerships; ■ Recognize trends within and beyond the context of sport that affect sponsorship; ■ Realize the need for, and approaches to, sponsorship research and evaluation; ■ Understand relational views of sponsorship that consider various forms of linkages
including partnerships, alliances and networks; ■ Comprehend the relationship between sponsorship and cause-related marketing
and corporate social responsibility; ■ Appreciate the need to protect corporate brands against ambush marketing.
