UID:
almahu_9949501414202882
Format:
1 online resource.
ISBN:
9781000853445
,
1000853446
,
9781003239734
,
1003239730
,
1000853462
,
9781000853469
Series Statement:
Routledge research in physical activity and health
Content:
This book examines the development of sport sponsorship and its impact on global public health. It argues that sport governing bodies should not continue to treat fans solely as consumers, and that a more ethical approach should be taken to sport sponsorship. Drawing on research from sport studies, marketing and public health, the book presents a brief history of advertising and marketing in sport, including the importance of tobacco in the development of sport sponsorship, before exploring key aspects of the contemporary relationship between sport and corporate sponsors, including mega-events, digital technologies and brand engagement. It offers an in-depth case study of sponsorship in the English Premier League - one of the world's most successful sporting properties - before considering how sport might be better regulated, now and in the future, to better protect the interests of fans and other stakeholders from a health perspective. The book features a number of insightful images showcasing sport sponsorship in connection with tobacco, mega-events, alcohol, junk food and drink, and gambling over the years. Addressing a topical and hugely important issue, this is important reading for students, researchers, practitioners and policy makers with an interest in sport business and management, the ethics of sport, physical activity and health, event studies, marketing or public health.
Additional Edition:
Print version: Ireland, Robin. Sport, sponsorship and public health Abingdon, Oxon ; New York, N.Y. : Routledge, 2023. ISBN 9781032145181
Additional Edition:
Print version: ISBN 9781032145181
Additional Edition:
ISBN 1032145188
Additional Edition:
ISBN 9781032145198
Additional Edition:
ISBN 1032145196
Language:
English
DOI:
10.4324/9781003239734
URL:
https://www.taylorfrancis.com/books/9781003239734
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