Sports Sponsorship and Branding : Global Perspectives and Emerging Trends (Paperback)

1. Emerging Trends in Sport Sponsorship and Branding: An Introduction. Part I: Sponsorship and Branding. 2. Advertising Investment through Sport Media. 3. Sponsorship Strategies and Branding in Esports. 4. Antecedents and Outcomes of Sponsorship in the Context of Esports. 5. Emergence of Logo-Less Branding: Application to the Context of Sports. 6. Sports Sponsorship and Brand Value: A Case Analysis of Tahincio?lu Basketball Super League Name Sponsorship. 7. Passion in the Branding of International Football Clubs. 8. Student-Athlete Name, Image, and Likeness (NIL): Sponsorship Opportunities and Challenges. 9. Impact of Perceived Functional and Image Fit on Consumer-Focused Effectiveness for New NBA Sponsorship. Part II: Emerging Trends. 10. Harnessing the Power of Machine Learning in Sport Consumer Behavior Research. 11. Consumerisation of Information Technologies in Sports: Opportunities and Challenges in the Age of Digital Natives. 12. Sports Information, Social Communication, and Protection of the Olympic Brand: IOC Guidelines on Using Social Media during Olympic Games. 13. Supplemental Attractions to Foreign Sporting Event Participants: Lessons in Branding from a Case Study of the World Rafting Championship in Japan. 14. Sport Migration Influences on Cultural Brand Image: A Quantitative World-Systems Analysis. 15. Impacts of COVID-19 on Sports and Sponsorship. 16. Resilience in the Face of Adversity: Examining the Effects of COVID-19 on Physical Activity and the Sporting Industry in Singapore.