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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 and globalization.