Sponsorship in Marketing


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Table of Contents

Part I: Background Basics

1 How We Got Here

2 The Sponsoring Process

3 Becoming Partners

4 Sponsorship Audiences, Strategies, and Objectives

Part II: Sponsorship Essentials

5 How Sponsorship Works

6 Leveraging and Activation

7 Portfolios and Rosters

8 Measuring Sponsorship Outcomes

9 Evaluating Sponsorships

10 Ambushing

11 Relationships- Beginning, Managing and Ending

Part III: Advanced and Specialized Topics

12 Memory in Sponsorship

13 Internal Audiences for Sponsorship

14 Public Policy and Social Responsibility in Sponsorship

About the Author

T. Bettina Cornwell is the Judy and Hugh Oliphant Chair in Sport Business, Head of the Department of Marketing and Professor of Marketing in the Lundquist College of Business at the University of Oregon, USA. She has received the Distinguished Career Contributions to the Scientific Understanding of Sport Business Award from the American Marketing Association and was the 2016 Thomas C. Stewart Distinguished Professor at the Lundquist College of Business. Her research focuses on marketing communications and consumer behavior and often includes international and public policy emphases.


"Dr. Bettina Cornwell has done it again! The 2nd edition of Sponsorship in Marketing pulls off another fresh and multifaceted approach. Backed by science, this one-of-a-kind book delivers both good and bad news so marketers know what sponsorship techniques to apply and traps to avoid. The book is chalked full of "gold nuggets" for anyone interested in sponsorship." - Shelly Rodgers, Professor of Strategic Communication at the School of Journalism , University of Missouri, USA and Editor-in-Chief of the Journal of Advertising. "Recommended reading for anyone involved in sponsorship, from practitioners to researchers to students and beyond. Bettina Cornwell masterfully combines all of the essential information, trends and insights necessary to deliver a comprehensive overview of the state of sponsorship." - Jim Andrews, Sponsorship Industry Veteran, Consultant and Educator. "More than ever, sponsorship is a critical revenue generation function for sport managers. As leagues have entered into long-term broadcast deals, sponsorship presents a prime opportunity to grow sport revenues and brands. Dr. Cornwell's background and expertise make this book one that any sport manager should read as it provides the necessary insights and guidance to maximize the benefits and opportunities presented by sponsorship." - Alicia Jessop, Associate Professor of Sport Administration at Pepperdine University, USA. "Professor Cornwell's book is the best you could find for sponsorship/partnership. The book goes beyond theory and gives practical tools to apply in both the educational and professional sponsorship environment. In my case, it helped me through my sponsorship courses, and I am ready to use some of Prof. Cornwell's models, like the 100-point model, in a future project as a sponsorship consultant. Recently, the book also helped me make sense of a real ambush situation in sponsorship." - Jimmy Castillo, independent sponsorship consultant and former Regional Sales Manager, Americas, at Swiss Timing (Swatch Group).

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