Document Type
Peer-Reviewed Article
Publication Date
2019
Abstract
Nowadays sponsorship is an important part of sports events. Sports sponsorship offers more benefits, more variety and also it’s a more powerful form of marketing. In general, sponsorship holds a unique position in the marketing mix because it is effective in building brand awareness, provides different marketing platforms and valuable networking and hospitality opportunities. Sponsorship marketing efforts can be influenced by culture. Especially when global sponsorship in sports which refers to sports events in different countries with different cultures, is under consideration. In such situations, sponsorship aspects can be affected by cultural obligations which are discussed in this article.
DOI
10.29252/aassjournal.7.1.57
Recommended Citation
Keshkar, S., Lawrence, I., Dodds, M., Morris, E., Mahoney, T., Heisey, K., ... & Santomier, J. (2019). The role of culture in sports sponsorship: An update. Annals of Applied Sport Science, 7(1), 57-81. Doi: 10.29252/aassjournal.7.1.57
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
