... Publishing Limited Licensed re-use rights only Experiential marketing Business-to-business Activation Sponsorship Experience design Event design The sponsorship of sporting events represents an established form of marketing promotion, with global sponsorship expenditure totalling $55.3...

... of network management (Ryan and Fahy, 2012). Whilst the mainstream of the business-to-business (B2B) network research has either focused on traditional networks such as supply chain networks (Capó-Vicedo et al., 2011) or determined types of networks by using categories such as geographic proximity...