Best in brief: Investigating sponsorship relationships

Discusses the potential value of strategic alliances between the partners in sports sponsorship, and reports a research project into attitudes to this.

Best In Brief

Investigating sponsorship relationships

Francis Farelly and Pascale Quester

In 2001 Sergio Zyman declared that sponsorship as practised today is dead. He was highlighting the increasing use of sponsorship as a communications tool, criticising...

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