Routledge Handbook of Strategic and Operational Sports Sponsorship

The Routledge Handbook of Sports Sponsorship provides a comprehensive guide to the successful management of sport sponsorship. From the development of an appropriate strategy to the implementation of the sponsorship operation through to post-event analysis, this book offers an authoritative reference for large and small events.The text also provides an accessible review of the legal issues associated with marketing, copyright and contracts in print, television and radio sponsorship, illustrated with a wealth of case studies. Includes: • Sports marketing and sports management theory.• Stage by stage analysis of the sponsorship process•The roles of different key stakeholders in the process• Thorough explanation of copyright and contract law for sports sponsorship• Major international sports sponsorship case-studies examined from concept stage through to post-event analysis.The Routledge Handbook of Sports Sponsorship is essential reading for students and a valuable reference for professionals in sports law, sports management, sports marketing and brand management. Sports sponsorship has exploded in value over the last decades, and is now a multi-million pound industry. As such is has become a core topic on sports management, sports marketing and general business courses. With little else available on this subject on the market, our text provides a must have, detailed guide to the successful management of sports sponsorship. It explores the development of a sponsorship strategy as well as the practical implementation of sponsorship operations including targeting and negotiating with sponsors, signing a deal, and providing a quality service to sponsors. Illustrated throughout with sport specific case studies, "Strategic Approaches to Sports Sponsorship" presents a wide range of perspectives on sports sponsorship including that of the sports organization, the event manager, the athlete and the commercial sponsor. A unique quality of this book is its clear guide to the legal issues associated with marketing, copyright, and contracts in print, television and radio sponsorship Book Cover......Page 1 Half-Title......Page 2 Title......Page 4 Copyright......Page 5 Contents......Page 6 Figures and Tables......Page 7 Acknowledgements......Page 10 Abbreviations......Page 11 Introduction......Page 12 1. Principles of sponsorship management......Page 22 2. Legal approach to sporting events......Page 60 3. Strategic and operational sponsorship implementation......Page 86 4. Contracts associated with events......Page 132 5. Case study: ‘Perrier Fluo Beach Volleyball Experience’......Page 176 Conclusion......Page 231 Appendix 1: Sponsorship contract......Page 236 Appendix 2: Television contract......Page 250 Appendix 3: Licensing contract......Page 262 Notes......Page 274 References......Page 277 Index......Page 282 Illustrated throughout with sport specific case studies this book presents a wide range of perspectives on sports sponsorship. A unique quality is its clear guide to the legal issues associated with marketing, copyright, and contracts Introduction Sponsorship management principles Legal approach to sporting events Strategic and operational sponsorship implementation Contracts associated with events Case study : Perrier Fluo beach volley experience Conclusion.