Document Type
Peer-Reviewed Article
Publication Date
10-2008
Abstract
New media has emerged as a significant dimension of branding and global sports sponsorship because it provides the capability to communicate with consumers worldwide via a multitude of digital platforms. This paper discusses the results of a systematic review of the development of global sports sponsorship and the importance of new media integration to the sector for the future. Results indicate that a new paradigm is emerging which involves thematically linked, integrated, strategic global marketing initiatives driven by new media applications, which have enhanced the value of sports sponsorship.
Recommended Citation
Santomier, J. (2008). New media, branding and global sports sponsorship. International Journal of Sports Marketing & Sponsorship, 10(1), 15-28.
Included in
Communication Technology and New Media Commons, Recreation Business Commons, Sports Management Commons, Sports Studies Commons
Comments
Industry overview.