"Sponsorship of sports, arts or events can be a powerful form of marketing communication for businesses and organizations. This new edition of Sponsorship in Marketing introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how sponsorship can be planned,...

pt. 1. Introduction and consumer segmentation -- pt. 2. Inputs : external forces and branding -- pt. 3. Processes : internal psychological components -- pt. 4. Outputs : sport consumer connections and satisfaction -- pt. 5. An alternative perspective on sport consumer behaviour -- pt. 6. Case...