Leveraging the benefits of sport sponsorship: A global brand's local engagement through sport sponsorship

Adam Jones; John Nauright

Leveraging the benefits of sport sponsorship: A global brand's local engagement through sport sponsorship

Adam Jones, John Nauright

Research output: Other contribution

Abstract

This case study evaluates the additional benefits of sport sponsorship over and above the usual marketing communication objectives. It explores the sponsorship by an international financial servies company, American Express, of a local professional football club, Brighton and Hove Albion.

Original language	English
Publisher	International Cases in the Business of Sport
Place of Publication	UK, Routledge
Publication status	Published - 28 Feb 2017

Access to Document

https://www.routledge.com/International-Cases-in-the-Business-of-Sport/Chadwick-Arthur-Beech/p/book/9781138802452Licence: Unspecified

Adam Jones
- aj48brighton.acuk
- School of Business and Law - Programme Director Help to Grow Mgmt
- Tourism, Hospitality and Events Research and Enterprise Group
Person: Academic

Cite this

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title = "Leveraging the benefits of sport sponsorship: A global brand's local engagement through sport sponsorship",

abstract = "This case study evaluates the additional benefits of sport sponsorship over and above the usual marketing communication objectives. It explores the sponsorship by an international financial servies company, American Express, of a local professional football club, Brighton and Hove Albion.",

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M3 - Other contribution

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Leveraging the benefits of sport sponsorship: A global brand's local engagement through sport sponsorship

Abstract

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Adam Jones

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