HIST 3838 Lecture 21: HIST 3838 - Endorsements, Concessions and Contestations in Corporate Sport (Mar 10)
20 Mar 2017
School
Department
Course
Professor
Document Summary
Today: sponsorship, corporate sponsorship, tiger woods, michael jordan. The golden triangle: corporations look to capitalize on the potent mix of sport, ads, and the media, today incorporate as a reinforcement trifecta. What is sport sponsorship: myung-soo, sandler & shandi define sponsorship as the provision of resources by an organization directly to an event, cause or activity in exchange for a direct association to the event, cause or activity. The providing organization can then engage in sponsorship linked marketing to achieve either their corporate, marketing or media objectives. In 2014, over . 35 billion was spent on sport sponsorships in north. Investment can be individual athletes, teams, events, and facilities: also many issues/risks --> ex. Returns: sponsorship is intended to generate the highest potential return for corporations on investment in both dollars and public awareness of brand. Sport as cultural imperialism: canadian historian, geoffrey smith: (cid:498)in most global sport so much of it. Americanized e behold a new insidious form of imperialism(cid:499)
