The Value of Winning in Motorsports: Sponsorship–linked Marketing

Corporate sponsorship of events, especially sports, has become a commonplace marketing communications tool.

The Value of Winning in Motorsports: Sponsorship-linked Marketing

T. Bettina CornwellStephen W. Pruitt andRobert Van Ness

During the frenzied growth of sponsorship-linked marketing programs over the past two decades, sports have consistently garnered two-thirds...