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New media, branding and global sports sponsorship

James Santomier (Professor, Department of Marketing and Sport Management John F. Welch College of Business, Sacred Heart University 5151 Park Avenue, Fairfield, CT 06825-1000, USA)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 October 2008

3788

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.

Keywords

Citation

Santomier, J. (2008), "New media, branding and global sports sponsorship", International Journal of Sports Marketing and Sponsorship, Vol. 10 No. 1, pp. 9-22. https://doi.org/10.1108/IJSMS-10-01-2008-B005

Publisher

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Emerald Group Publishing Limited

Copyright © 2008 by Winthrop Publications Limited

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