This book on sponsorship focuses both on the “how to do it” and on the
“why it works.” It summarizes recent research on sponsorship-linked marketing, providing direction and examples, along with the underlying theories and supporting research. There are also sections addressed here, that are
not addressed in current research. My goal is to explain the inner workings
of sponsorship to enable sponsors and sponsees to gain the most beneft
from this marketing communication and engagement platform.
The book is organized for possible use in courses or seminars but is also
intended for the business community. Those really new to the topics would
want to read the basics (Part I), while those with more experience in the area
could skip to the essentials (Part II) and move quickly to the advanced topics
(Part III).
The book uses the “royal we” at times to denote many other researchers
and commentators and myself. In writing this book, I developed a greater
appreciation for the preface as part apologia.