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Product Description
Sports Sponsorship and Marketing Communications concentrates primarily on the objectives of marketing communication of brands that invest in sport sponsoring and how sponsors can utilise sport sponsoring to achieve brand and sales-related objectives.
This book provides a truly European approach to this emerging field and provides the reader with a very clear link between marketing communications theory and the practicalities of sports sponsorship.
This book is written for any students studying sports marketing, sports management, physical education or broader marketing courses. The book also aims to reach professionals in this field.
From the Back Cover
Back cover copy- Lagae
'Wim Lagae’s book makes a unique and valuable contribution to the
literature. I am sure it will become essential reading for European sport
marketers.' Simon Chadwick, Universityof Leeds
An emerging field in Europe, Sports Sponsorship and Marketing Communications is the first European book to describe the leverage of sports sponsorship with sports marketing communications. Sports sponsorship involves a reciprocal relationship between the sponsoring organization and the sporting organization. A win-win situation can be created if both organizations are able to provide the benefits needed by the other organization.
With the continuing growth of BA, MA, and MSc programmes in sports marketing, sports management, sports science, and other related fields, this book is the perfect companion to those who wish to be promoted to sports management functions, people employed in sports and sports management jobs and anybody who wishes to keep up with the latest developments in the fields of branding and sports.
'Wim Lagae clearly and consistently applies the principles of professional marketing communications to sports marketing. This book is an essential instrument for all those who are involved in communication of and by means of sports.'
Professor Dr Patrick De Pelsmacker, Universityof Antwerp
Key features include:
- A new conceptual framework of marketing communications in sports (i.e, integration into sport marketing communication).
- Hands-on approach and transfer of North-American and Australian concepts to the European context.
- Highlights the theoretical background of interesting cases of sponsorship activites within the domain of marketing communication.
- Full pedagogy including chapter overviews, teaching objectives, tables and diagrams, mini cases, worked out examples, and comprehensive follow-up cases.
For additional student and instructor resources, including weblinks and power point slides, visit www.booksites.net/lagae.
Wim Lagae is a part-time guest lecturer in sports marketing and sports management at the Faculty of Physical Education at the Catholic University of Leuven in Belgium. He is also part-time Senior Lecturer in Economics and Marketing Communications at the Lessius Business School in Antwerp. The author also lectures on sports marketing at the Vlekho Business School in Brussels.
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