Synopses & Reviews
In this captivating and easy-to-read book, Phil Schaaf traces the subsidy mechanism of sponsorship and its influence on the presentation and commercialization of sports entertainment. Why do McDonald's, Hanes, and Nike pay huge amounts of money to be associated with sports, and why do they choose celebrity endorsers, or buy in-stadium advertising opportunities? You'll feel like you're in the board room where multimillion-dollar decisions are being made by advertising heavy-hitters. For both seasoned fans and casual observers, Sports Marketing proves that "it's not just a game anymore."
Schaaf spotlights licensing agreements, team and player endorsements, and media coverage to show how events as diverse as the World Cup, the Iditarod, the Super Bowl, and the Boston Marathon work with big business to use the public's passion for sports to churn out huge profits.
With in-depth interviews from both heavyweight sponsors and newcomers, Schaaf offers a fascinating inside view of how promoting products and services through sports sponsorship has become one of the largest industries in the world.
Includes bibliographical references (p. 329-338) and index.
About the Author
Phil Schaaf is a consultant based in northern California, and the author of Sports Marketing: Its Not Just a Game Anymore.