Global sport sponsorship

Abstract

Chapter 1: Sport Sponsorship in a Global Age John Amis T. Bettina Cornwell Chapter 2: Historical hangovers or burning possibilities: Regulation and adaptation in global tobacco and alcohol sponsorship Robert Sparks, Timothy Dewhirst, Shannon Jette, and Amanda Schweinbenz Chapter 3: The Spatial Logics of Global Sponsorship: Corporate Capital, Cola Wars Cricket Michael Silk David Andrews Chapter 4: Global adidas: Sport, Celebrity, and the Marketing of Difference Andrew D. Grainger, Joshua I. Newman David L. Andrews Chapter 5: Sports Sponsorship and Tourism Flows Mike Weed Chapter 6: The [E-]Business of Sport Sponsorship Detlev Zwick Oliver Dieterle Chapter 7: Global Sport Sponsorship: Towards a Strategic Understanding Don Roy Chapter 8: Image Transfer in Global Sport Sponsorship: Theoretical Support and Boundary Conditions Kevin Gwinner Chapter 9: Using the Olympics and FIFA World Cup to Enhance Global Brand Equity: A Case Study of Two Companies in the Payment Services Category Robert Madrigal, Colleen Bee Monica LaBarge Chapter 10: Alternative Global Avenues: Action Sports and Events James Gladden Mark McDonald Chapter 11: Ambush Marketing: Research and Management Implications Janet Hoek Chapter 12: Building International Alliances through Sponsorship: An Exploratory Investigation Francis Farrelly Pascale Quester Chapter 13: Evaluating Sponsorship Effects Tony Meenaghan Chapter 14: While the rich get richer Challenging inequities in conventional sport sponsorship Sally Shaw Chapter 15: Gay Games or Gay Olympics? Corporate Sponsorship Issues Helen Jefferson Lenskyj Chapter 16: Conclusion: What now? What's next? T. Bettina Cornwell John Amis

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