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Sport sponsorship and marketing

chapter
posted on 22.02.2016, 11:55 by James Skinner
This chapter discusses the changing nature of the political economy of sport, and football in particular, in the last quarter of the twentieth century and the beginning of the twenty-first century. Focusing on the United Kingdom for a national perspective and on FIFA for the international perspective, this chapter identifies the nature of the market for sponsorships and endorsements, the fan base of national and international soccer, and the Horst Dassler–led FIFA assault on the traditional promotion of world football and the establishment of corporate partnerships that generate millions of dollars of revenue both for corporate identities and Football Associations.
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School

  • Loughborough University London

Published in

Managing Football

Pages

103 - 118 (16)

Citation

SKINNER, J., 2010. Sport sponsorship and marketing. IN: Chadwick, S. and HAMIL, S., (eds.) Managing Football, London: Butterworth Heinemann, pp. 103-118.

Publisher

Butterworth-Heinemann/Elsevier

Version

AM (Accepted Manuscript)

Publisher statement

This work is made available according to the conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence. Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/

Publication date

2010

Notes

This book chapter is in closed access.

ISBN

9781856175449

Language

en

Exports

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Exports