Sponsorship in Marketing

""With its detailed frameworks and models, this book provides a thorough exploration of sponsorship strategy, from building effective partnerships to engaging target audiences authentically. It’s an essential guide for both scholars and professionals aiming to maximize value and foster long-term, meaningful brand connections."" Kathy Babiak, Professor of Sport Management, University of Michigan, USA ""Dr Cornwell insightfully explains the multifaceted role of sponsorship and its evolution towards a network of opportunities beyond the dyadic relationships sponsor-sponsee. This new book edition is an essential reading for students, academics and practitioners involved in the sports ecosystem and for everyone with an interest in marketing."" Rui Biscaia, Associate Professor (Reader) of Sport Management, University of Bath, UK ""Bettina Cornwell's Sponsorship in Marketing has become the standard book on sponsorship for students, researchers, and practitioners. The 3rd edition offers an update and expansion of the scientifically sound, practice-oriented overview of the sponsorship world. With valuable insights and practical models, it is even more of a must-have for sponsorship professionals."" Christoph Breuer, Professor, Institute of Sport Economics and Sport Management, German Sport University Cologne, Germany ""Bettina Cornwell is one of the top authorities when it comes to sponsorship and her book reflects her vast knowledge and insight on sponsorships. It provides an excellent blend on the theory for understanding sponsorship along with relevant practical cases and examples applying it. It is a tremendous resource for practitioners, scholars, and students."" Vassilis Dalakas, Visiting Professor of Sport Marketing, San Diego State University, USA ""A very complete and documented book addressing the essential facets of beginning, developing, understanding, managing, leveraging and assessing sponsorship activities, and written by the author who has published most in the world and all time on sponsorship. A must for anyone interested or involved in sponsorship activities and linked marketing!"" Jean-Luc Herrmann, Professor in Marketing, University of Lorraine, France ""From the foremost expert in the field, Sponsorship in Marketing is an essential and comprehensive guide to sponsorship. It delves into the theoretical principles of sponsorship which are brought to life by current examples and practical applications. It offers invaluable insights into the evolving landscape of this dynamic marketing tool."" Janet S. Fink, Professor, University of Massachusetts Amherst, USA ""Bettina Cornwell’s Sponsorship in Marketing provides a comprehensive and insightful guide from one of the foremost experts in sport sponsorship. Built on cutting-edge research and enriched with contemporary examples, this book makes complex concepts accessible and relevant, offering a valuable resource for anyone aiming to master modern sponsorship strategies."" Thilo Kunkel, Professor in the School of Sport, Tourism & Hospitality Management, Temple University, USA