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Keywords: Rugby World Cup
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2002) 3 (4): 79–95.
Published: 01 January 2002
... a very wide range of business objectives that also include internal communications, staff retention/recruitment and business-to-business communications. The Guinness sponsorship of the 1999 Rugby World Cup demonstrates the wide-ranging objectives that can be met while also proving the power...
