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.
|Publisher||International Cases in the Business of Sport|
|Place of Publication||UK, Routledge|
|Publication status||Published - 28 Feb 2017|
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.