Sports Sponsorship and Marketing Communications

This book is an essential instrument for all those who are involved in communication of and by means of sports.'Professor Dr Patrick De Pelsmacker, University of Antwerp Key features include: A new conceptual framework of marketing communications in sports (i.e, integration into sport marketing communication). Hands-on approach and transfer of North-American and Australian concepts to the European context. Highlights the theoretical background of interesting cases of sponsorship activites within the domain of marketing communication. Full pedagogy including chapter overviews, teaching objectives, tables and diagrams, mini cases, worked out examples, and comprehensive follow-up cases. For additional student and instructor resources, including weblinks and power point slides, visit www booksites.net/lagae. Wim Lagae is a part-time guest lecturer in sports marketing and sports management at the Faculty of Physical Education at the Catholic University of Leuven in Belgium. He is also part-time Senior Lecturer in Economics and Marketing Communications at the Lessius Business School in Antwerp. The author also lectures on sports marketing at the Vlekho Business School in Brussels.