TY - JOUR
T1 - The Role of Culture in Sports Sponsorship: an update
AU - Keshkar, Sara
AU - Lawrence, Ian
PY - 2018/10/7
Y1 - 2018/10/7
N2 - Nowadays, sponsorship is an important part of sports events. Sports sponsorship offers more benefits, more variety and also it is 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.
AB - Nowadays, sponsorship is an important part of sports events. Sports sponsorship offers more benefits, more variety and also it is 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.
U2 - 10.29252/aassjournal.7.1.57
DO - 10.29252/aassjournal.7.1.57
M3 - Article
SN - 2476-4981
JO - Annals of Applied Sport Science
JF - Annals of Applied Sport Science
ER -