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Please use this identifier to cite or link to this item: https://dspace.lboro.ac.uk/2134/20367

Title: Sport sponsorship and marketing
Authors: Skinner, James
Issue Date: 2010
Publisher: Butterworth-Heinemann/Elsevier
Citation: SKINNER, J., 2010. Sport sponsorship and marketing. IN: Chadwick, S. and HAMIL, S., (eds.) Managing Football, London: Butterworth Heinemann, pp. 103-118.
Abstract: This chapter discusses the changing nature of the political economy of sport, and football in particular, in the last quarter of the twentieth century and the beginning of the twenty-first century. Focusing on the United Kingdom for a national perspective and on FIFA for the international perspective, this chapter identifies the nature of the market for sponsorships and endorsements, the fan base of national and international soccer, and the Horst Dassler–led FIFA assault on the traditional promotion of world football and the establishment of corporate partnerships that generate millions of dollars of revenue both for corporate identities and Football Associations.
Description: This book chapter is in closed access.
Version: Accepted for publication
URI: https://dspace.lboro.ac.uk/2134/20367
Publisher Link: https://www.elsevier.com/books/managing-football/hamil/978-1-85617-544-9
ISBN: 9781856175449
Appears in Collections:Closed Access (Loughborough University London)

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