T. Bettina Cornwell sponsorship of sports, arts, and charitable events is a mainstream
marketing activity no longer in need of extensive introduction or justification. there is …

Advertising and sponsorship are both key areas of concern to management scholars. In the
dynamic and sophisticated market world in which integrated marketing communication …

We estimate the stock market effects of the Tiger Woods scandal on his sponsors and
sponsors' competitors. In the 10–15 trading days after the onset of the scandal, the full …

Contrary to the plethora of critical articles recently appearing in both the popular and
business press, this carefully controlled investigation of 49 stadium-and arena-naming-rights …

This study presents analysis of the impact of “official product” sports sponsorships with the
National Football League (NFL), Major League Baseball (MLB), the National Hockey …

Corporate sponsorship of events, especially sports, has become a commonplace marketing
communications tool. Still at question in sponsorship-linked marketing programs is the …

Sponsorship's ability to help a company achieve its corporate and marketing objectives has
enabled the communication tool to climb to the top of a marketer's promotional consideration …

The sponsorship relationship has evolved considerably over the past few years. As a result,
the value delivered to both sponsors and the sports entities with which they form …

Mega-sporting events today are central stages that not only feature professional athletes
representing their country in competing for excellence, but also provide host nations with a …

Are celebrity endorsements worthwhile investments in advertising? To answer this question,
we analyze a unique sample of 101 announcements made between 1996 and 2008 by firms …