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Partnership goals in sponsoring

In: Concise Introduction to Sport Marketing

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Abstract

The chapter titled “Partnership goals in sponsoring” considers the objectives that sponsoring brands and companies have when partnering with sport properties. Then consumer and non-consumer-focused audiences are discussed. Short-term and long-term objectives and audiences in sponsorship are explained through examples. Partnerships are discussed as being communications, engagement or purpose oriented.

Suggested Citation

  • ., 2023. "Partnership goals in sponsoring," Chapters, in: Concise Introduction to Sport Marketing, chapter 3, pages 41-56, Edward Elgar Publishing.
    • Handle: RePEc:elg:eechap:21327_3
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    File URL: https://www.elgaronline.com/doi/10.4337/9781802208412.00013
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