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    A serving of simplicity: a case study of sponsorship dynamics and conflicts at Wimbledon

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    Date
    2016
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    Citation
    (2016) A serving of simplicity: a case study of sponsorship dynamics and conflicts at Wimbledon, no. 69.
    Abstract
    Introduction (part): In the first section of the chapter the reader will be introduced to the concept of sponsorship. Following on with a problem discussion concerning the area of this study. Finally, the purpose for the research will be stated, leading to the research questions. The sports industry is a multi-billion-dollar business that crosses many complicated and unique issues, epitomised by Maria Sharapova's recent doping scandal and subsequent sponsor abandonment. Evolving over the last century, the industry has become a dynamic powerhouse of massive revenues and increased visibility. According to Kotler, Armstrong, Saunder & Wong (1999), modern companies understand the importance of marketing, in order to maintain customer satisfaction they must be innovative in the management of their marketing mix to attain a competitive advantage. Traditionally, companies relied upon advertising, sales promotion and public relations, until sponsorship emerged as a valuable tool for companies to communicate with intended audiences (Kotler et al, 1999). According to Ukman (2015), the escalating costs of traditional advertising, developments in the economy and a continued fragmentation of the media have all contributed to sponsorship's growth. At the time of writing, sponsorship is the world's fastest growing marketing medium (Ukman, 2015).
    URI
    https://eresearch.qmu.ac.uk/handle/20.500.12289/8230
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