ABSTRACT
Overview This chapter describes the use of sponsorship in sport marketing and explains the major principles and tools of its deployment. Although sponsorship is usually considered a subsection of promotions, it has become so pivotal to sport marketing that it is being treated here as the fifth element of the sport marketing mix. This chapter outlines five essential aspects of sport sponsorship: (1) sponsorship objectives, (2) sponsorship targeting, (3) sponsorship leveraging, (4) sponsorship evaluation, and (5) ambush marketing.
By the end of this chapter, readers should be able to:
