John Constantinou discuss his role at Sony Computer Entertainment and how the company embraced sponsorship as a key part of its marketing strategy. He explains the need to rationalise the rights portfolio but emphasises how a balance of grass roots and very high profile event sponsorships can complement each other. Constantinou also discusses the issues that he sees as important in the development of sponsorship, pointing in particular to customer relationship management and research.
Rines, S. (2004), "Interview with John Constantinou European Sponsorship/Promotions Manager Sony Computer Entertainment Europe", International Journal of Sports Marketing and Sponsorship, Vol. 6 No. 2, pp. 3-8. https://doi.org/10.1108/IJSMS-06-02-2004-B003
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