Open AccessThe Role of Culture in Sports Sponsorship: an Update
Author(s) -
سارا کشکر,
Ian Lawrence,
Mark Dodds,
Erin Morris,
Tara Mahoney,
Kevin Heisey,
Francesco Addesa,
David P. Hedlund,
Geoff Dickson,
Hamid Ghasemi,
Abdullah Al Faruq,
Michael Naylor,
James Santomier
Publication year - 2019
Publication title -
annals of applied sport science
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.159
H-Index - 4
eISSN - 2476-4981
pISSN - 2322-4479
DOI - 10.29252/aassjournal.7.1.57
Subject(s) - sports marketing , marketing , variety (cybernetics) , sport management , hospitality , business , position (finance) , public relations , advertising , marketing management , political science , tourism , relationship marketing , finance , artificial intelligence , computer science , law
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.
Accelerating Research
Robert Robinson Avenue,
Oxford Science Park, Oxford
OX4 4GP, United Kingdom
Address
John Eccles HouseRobert Robinson Avenue,
Oxford Science Park, Oxford
OX4 4GP, United Kingdom