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Keywords: Grassroots sport
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2024) 25 (3): 465–482.
Published: 06 February 2024
...Qian Wang; Stéphan Fuchs; Guillaume Bodet Purpose This study explores the motives and objectives of sports sponsorship in China, taking into account the sports, social and cultural contexts. It also adopts a comparative approach to examine the sponsorship of elite and grassroots sports events...
