New Media, Branding and Global Sports Sponsorship
This paper discusses the results of a systematic review of the development of global sports sponsorship
From The International Journal of Sports Marketing & Sponsorship - Volume 10 Number 1
New media, branding and global sports sponsorship
by
James Santomier, Professor, Department of Marketing and Sport Management
John F. Welch, College of Business, Sacred Heart University
Abstract
New media has emerged as a significant dimension of branding and global sports sponsorship because it provides the capability to communicate with consumers worldwide via a multitude of digital platforms. This paper discusses the results of a systematic review of the development of global sports sponsorship and the importance of new media integration to the sector for the future. Results indicate that a new paradigm is emerging which involves thematically linked, integrated, strategic global marketing initiatives driven by new media applications, which have enhanced the value of sports sponsorship.
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© IMR Publications Ltd
Keith
Keith Irving
iStadia
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