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 languageEnglish
PublisherInternational Cases in the Business of Sport
Place of PublicationUK, Routledge
Publication statusPublished - 28 Feb 2017

Fingerprint Dive into the research topics of 'Leveraging the benefits of sport sponsorship: A global brand's local engagement through sport sponsorship'. Together they form a unique fingerprint.

  • Cite this

    Jones, A., & Nauright, J. (2017, Feb 28). Leveraging the benefits of sport sponsorship: A global brand's local engagement through sport sponsorship. UK, Routledge: International Cases in the Business of Sport.