Download Global Sport Sponsorship by John M. Amis, T. Bettina Cornwell PDF

By John M. Amis, T. Bettina Cornwell

Estimated to have an annual worthy of $24.8 billion funds, the worldwide sponsorship has develop into of important value to anyone attracted to figuring out the sport-commerce nexus. this article offers a finished, multi-disciplinary research of this dating. subject matters coated contain the strategic nature of worldwide game sponsorship; the position of celebrities in international advertisements; the usage of sponsorship within the building of worldwide alliances; and extra.

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First, the information in the two tables was obtained by searching secondary sources produced by major health and industry associations such as the WHO and the International Center for Alcohol Policies (ICAP, an industry group).

This was also the period during which tobacco companies became interested in sports. In 1875 Allen & Ginter began to package their cigarette brands with sports cards to stiffen the pack and offer their customers a premium. com/baseball/ginter. org, 2004). W. T. Blackwell used outdoor signage to advertise their “Bull” Durham brand, and by the early 1900s, the bull sign was a regular feature in Major League Baseball parks in the USA. Players who hit the sign with a batted ball won $50 and players who hit a home run “won 72 packs of smoking tobacco” (Miller, 1991).

A key strategy for marketing the new brands was to target health-concerned smokers with reassuring images and ad copy, an approach that eventually became increasingly visual and exploited active lifestyle imagery and sports. In 1955, Philip Morris reintroduced Marlboro as a filter brand for men (with two important packaging innovations – the “flip-top” box and red tear-tape, see Miles, 1982, p. 103 and Kluger, 1997, pp. 176–182), and positioned the brand with masculine imagery, initially using a tattooed male 28 Historical Hangovers or Burning Possibilities model, but switching over to its now famous cowboy advertising strategy in the late 1950s (Hilts, 1996) and eventually to sport sponsorships including motor bike racing and CART, Indy Racing League (IRL) and F1 auto racing.

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