Includes bibliographical references (p. 185-203) and index.

" This book focuses on how the sponsorship of sports works: the costs, the goals, evaluation and selection of the property a sponsor chooses, how to activate a sponsorship, how to create a brand association, public relations and brand image possibilities. "-- Provided by publisher.

Acknowledgments -- Foreword / Tony Ponturo -- Introduction -- 1. Promotional Communication and Persuasion -- Elaboration Likelihood Model -- Elaboration Likelihood Model and Promotional Communication -- Branding Process -- Achievement of Goals Leading to Persuasion -- Brand Recall -- 2. The Principles of Sponsorship -- Product Placement -- Sponsorship Denned -- The Property Need for Revenue -- Sponsors as Property Promoters -- The Sponsorship Negotiation Process -- The Role of Agencies in the Sponsorship Process -- 3. Sponsorship Selection: Audience Variables, Cost and Exclusivity -- Property Selection Overview -- Property Selection: Target Audience -- Property Selection: Income -- Property Selection: Geographic Scope -- Property Selection: Common Interest -- Sponsorship Timing -- Sponsorship Cost -- Sponsorship Exclusivity -- Product Category Definition -- 4. Sponsorship Selection: Game/Event Brand Exposure Opportunities Through Media -- Sponsored Elements Within the Broadcast -- Stadium and Arena Naming Rights Sponsorship -- Sponsor Role in Stadium Construction and Financing -- College Football Bowl Game Sponsorship -- Audience Reaction to Sponsorship -- 5. Sponsorship Selection: Brand Association -- Brand Congruence -- Individual (Self) Congruence -- Sponsor Congruence -- Sponsor Congruence: Image -- Sponsor Congruence: Functional -- Geographic Congruence -- Multiple-Sponsor Congruence -- Consumer Behavior -- Purchase Congruence -- Uniform/Apparel Sponsorship -- University Uniform and Equipment Sponsorship -- 6. Sponsorship Activation -- Activation Spending -- Activation: Planning and Customization -- Activation: Brand Association -- Activation: Brand Theme -- Activation: Fan Experiences -- Activation in Practice -- Activation In-Stadium/In-Arena -- Non-Stadium/Arena Activation -- Hospitality -- Credit Card Industry -- Sponsorship Retention and Renewal -- 7. Hindrances to a Successful Sponsorship -- Advertising Clutter -- Ambush Marketing -- Ambush Marketing Practices -- Ambush Marketing Remedies -- League and Team Conflict: The Legal Battles -- League and Team Conflict in Practice -- Non-Rights Holder Media Conflict -- Company Scandal -- Fans of Rivals -- 8. Sponsorship of Individuals -- Endorser Characteristics -- Expertise -- Individual Sponsors Activation -- Athlete and League/Team Conflict -- Athlete Misbehavior -- Conflict Repair Strategies -- Athlete Injury -- 9. Sponsorship and Corporate Social Responsibility -- The Functions of Public Relations -- Corporate Social Responsibility -- Sponsorship Selection: A Corporate Social Responsibility Initiative -- Corporate Social Responsibility Outcomes -- Corporate Social Responsibility and Sports Sponsorship -- 10. Sponsorship Evaluation -- Methods of Evaluation: Brand Exposure Metrics -- Evaluation: Digital Technologies -- Return on Investment (ROI) -- Return on Objectives (ROO) -- Evaluation and Planning -- Who Should Measure? -- Conclusion -- References -- Index.