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Keywords: BAM Racing
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Journal Articles
Inside BAM Racing: rethinking the sponsorship match-up process in 'America's fastest-growing sport'
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2008) 9 (3): 61–75.
Published: 01 April 2008
... relationships. By focusing on a particular NASCAR (The National Association for Stock Car Auto Racing) organisation (BAM Racing), the study offers an in-depth interpretation of the sometimes 'messy' methods employed by executives in grafting an effective, synergistic match-up. The paper concludes...
