Sports Sponsorship as a Strategic Investment in China: Perceived Risks and Benefits by Corporate Sponsors prior to the Beijing 2008 Olympics
The purpose of this study is to examine the application of sports sponsorship in China
The International Journal of Sports Marketing & Sponsorship - Volume 10 Number 1
Sports Sponsorship as a Strategic Investment in China: Perceived Risks and Benefits by Corporate Sponsors prior to the Beijing 2008 Olympics
by
Xinquan Sheena Yang, PhD candidate, The University of British Columbia
Robert Sparks, Associate Professor and Director of School of Human Kinetics, The University of British Columbia
Ming Li, Professor, Director of the School of Recreation and Sport Sciences, Ohio University
Abstract
The purpose of this study is to examine the application of sports sponsorship in China, particularly to gain some understanding of the benefits as perceived by corporate sponsors. In-depth interviews were conducted with 19 sports sponsorship experts in China. The results provide insights into how sports sponsorship works in this emerging market.
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© IMR Publications Ltd
Keith
Keith Irving
iStadia
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