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Keywords: Mega-sponsee
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2007) 8 (2): 64–83.
Published: 01 January 2007
... in-stadium sponsorships of a mega-sponsee, the Grey Cup, are evaluated. Some evidence appears to supports and the effectiveness of the sponsorships; other observations raise questions about the accuracy of the evaluation process. The paper provides direction for practice and future research in sponsorship...
