About this document
Strategic Sponsorship in Professional Sport by Florencia Cuba is a document available to read on EtoBox.
The article reviews and conceptualizes strategic sponsoring in professional sports, identifying it as a mutually beneficial activity for sponsors and sponsees. It develops a framework consisting of six regimes that define different strategic sponsorship activities, such as philanthropy and brand alteration. The framework aims to enhance understanding of sponsorship as a strategic resource and provide insights for practitioners to optimize their sponsorship programs.
- Author
- Florencia Cuba
- Language
- EN