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Keywords: Activation
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Journal Articles
An empirical exploration of sponsorship sales in North American professional sport: Is it time to rethink our approach?
Available to Purchase
Journal:
Sport, Business and Management
Sport, Business and Management: An International Journal (2018) 8 (1): 15–34.
Published: 10 January 2018
... Football League (NFL) (37), Major League Baseball (MLB) (16), National Basketball Association (NBA) (18), and National Hockey League (NHL) (21). A series of practical, conceptual, and comparative results are presented, highlighted by turnover as a problem, the importance of activation/servicing...
Journal Articles
Experiential sponsorship activation at a sports mega-event: the case of Cisco at London 2012
Available to Purchase
Journal:
Sport, Business and Management
Sport, Business and Management: An International Journal (2017) 7 (4): 404–425.
Published: 11 September 2017
...Leah Gillooly; Philip Crowther; Dominic Medway Purpose The purpose of this paper is to explore the application of event design principles in the creation and execution of effective experiential sponsorship activations (ESAs) by B2B brands and examine the challenges posed by the sponsorship context...
Journal Articles
Social media-based sponsorship activation – a typology of content
Available to Purchase
Journal:
Sport, Business and Management
Sport, Business and Management: An International Journal (2017) 7 (3): 293–314.
Published: 10 July 2017
... dialogue alongside providing informative and entertaining content. Practical implications The typology can inform practitioners’ future sports sponsorship activation planning decisions and can also aid rights holders in tailoring appropriate sponsorship opportunities to potential sponsors, based...
