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Sports Sponsorship and Branding

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athlete social media
basketball
branding
Category=KJS
Category=KNS
Category=SCBM
consumer behavior
COVID-19
digital media
digital media marketing
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
eq_sports-fitness
esports
esports sponsorship
fan engagement
football
image and likeness
James Zhang
Leng Ho Keat
machine learning
machine learning sport analytics
name
name image likeness rights
NBA
NIL
Olympic brand protection
Olympics
rafting
social media
sponsorship
sport business
sport consumer behaviour research
sport management
sport marketing
sport media
sport migration
viewer experience
WASM

Product details

  • ISBN 9781032603919
  • Weight: 500g
  • Dimensions: 156 x 234mm
  • Publication Date: 06 May 2025
  • Publisher: Taylor & Francis Ltd
  • Publication City/Country: GB
  • Product Form: Paperback
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Description

This book takes a close look at branding and sponsorship in sport in the age of digital media. It examines how branding and sponsorship have evolved in response to the challenges and opportunities of new technologies.

Featuring the work of leading international sport business researchers from four continents and twelve countries, the book explores key contemporary topics including esports, name and image likeness (NIL) rights, viewer experience, machine learning, social media use by athletes, sport migration, and the impact of COVID-19. It presents cutting-edge cases and new data across sports and events, including the Olympics, the NBA, international football, the rafting world championships, and collegiate sports.

The book is an essential resource for advanced students, researchers, practitioners, and policymakers working in sport business and management, sport marketing, digital marketing, marketing communications, or brand management.
About

Ho Keat Leng is a Post-Doctoral Scholar at the University of Georgia, USA. Prior to that, he was a faculty member at Nanyang Technological University, Singapore. His research interest is in marketing, specifically in the area of sport sponsorship and consumer behavior. He is Associate Editor for Managing Sport and Leisure and an editorial board member for several journals, including the International Journal of Sports Marketing and Sponsorship and the Journal of Global Sport Management.

James J. Zhang is Professor of Sport Management at the University of Georgia, USA. His primary research interests are applied measurement and/or applied studies examining sport consumer behavior. He has previously been Editor of the International Journal of Sports Marketing and Sponsorship, Sport Management Section Editor of the Measurement in Physical Education and Exercise Science journal, and President of the North American Society for Sport Management (NASSM).