Sports Sponsorship and Branding
Ho Keat Leng, "Sports Sponsorship and Branding "
English | ISBN: 1032603909 | 2023 | 328 pages | EPUB, PDF | 3 MB + 8 MB
English | ISBN: 1032603909 | 2023 | 328 pages | EPUB, PDF | 3 MB + 8 MB
This book takes a close look at branding and sponsorship in sport in the age of digital media. It examines how branding and sponsorship have evolved in response to the challenges and opportunities of new technologies.
Featuring the work of leading international sport business researchers from four continents and twelve countries, the book explores key contemporary topics including esports, name and image likeness (NIL) rights, viewer experience, machine learning, social media use by athletes, sport migration, and the impact of COVID-19. It presents cutting-edge cases and new data across sports and events, including the Olympics, the NBA, international football, the rafting world championships, and collegiate sports.
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