Table of contents for Global sport sponsorship / edited by John Amis and T. Bettina Cornwell.

Bibliographic record and links to related information available from the Library of Congress catalog.

Note: Contents data are machine generated based on pre-publication provided by the publisher. Contents may have variations from the printed book or be incomplete or contain other coding.


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Contents
Notes on Contributors	00
List of Tables and Figures	vii
1	Sport Sponsorship in a Global Age
	John Amis and T. Bettina Cornwell	1
2	Historical Hangovers or Burning Possibilities: 
	Regulation and Adaptation in Global Tobacco and 
	Alcohol Sponsorship
	Robert Sparks, Timothy Dewhirst, Shannon Jette and 
	Amanda Schweinbenz	19
3	The Spatial Logics of Global Sponsorship: Corporate 
	Capital, Cola Wars and Cricket
	Michael Silk and David Andrews	67
4	Global adidas: Sport, Celebrity, and the Marketing 
	of Difference
	Andrew D. Grainger, Joshua I. Newman and 
	David L. Andrews	89
5	Sports Sponsorship and Tourism Flows
	Mike Weed	107
6	The [E-]Business of Sport Sponsorship
	Detlev Zwick and Oliver Dieterle	127
7	Global Sport Sponsorship: Towards a Strategic 
	Understanding
	Don Roy	147
8	Image Transfer in Global Sport Sponsorship: 
	Theoretical Support and Boundary Conditions
	Kevin Gwinner	163
9	Using the Olympics and FIFA World Cup to 
	Enhance Global Brand Equity: A Case Study of 
	Two Companies in the Payment Services Category
	Robert Madrigal, Colleen Bee and Monica LaBarge	179
10	Alternative Global Avenues: Action Sports and 
	Events
	James Gladden and Mark McDonald	191
11	Ambush Marketing: Research and Management 
	Implications
	Janet Hoek	207
12	Examining International Alliances through 
	Sponsorship
	Pascale Quester and Francis Farrelly	225
13	Evaluating Sponsorship Effects
	Tony Meenaghan	243
14	While the Rich Get Richer... Challenging 
	Inequities in Conventional Sport Sponsorship
	Sally Shaw	265
15	Gay Games or Gay Olympics? Corporate 
	Sponsorship Issues
	Helen Jefferson Lenskyj	281
16	Global Sport Sponsorship: What's Now? 
	What's Next?
	T. Bettina Cornwell and John Amis	297
	Index	309

Library of Congress Subject Headings for this publication:

Sports sponsorship.
Sports and globalization.