...Hossein Abdolmaleki; Sardar Mohammadi; Mehdi Babaei; Behzad Soheili; Geoff Dickson; Dan Funk Purpose This study aims to investigate drivers of co-branding, and the relative strength of these drivers within the Persian Gulf Pro League (PGPL). The study examines sport sponsorship, and specifically...

...Jessica Vredenburg; Marilyn Giroux Purpose Endorsement deals are a key contributing factor for companies to gain brand recognition and positive brand associations from consumers. However, endorsement relationships can be risky for firms in the event of an endorser’s bad behavior or involvement...

...Richard Cordiner Sports sponsorship is increasingly perceived as a powerful way for brands to connect and resonate with target markets yet, despite the proven success of worldwide viewing figures, professional boxing remains all but ignored. Brands have shied away from the sport due to its inherent...