Knowledge@SMU
Publication Type
Journal Article
Publication Date
7-2008
Abstract
Marketing professor John Davis is director of the Centre for Marketing Excellence at the Lee Kong Chian School of Business, Singapore Management University. In his new book, The Olympic Games Effect, to be published by John Wiley in the run up to the Beijing Olympics, Davis examines why companies and even host cities and countries invest so heavily in sports sponsorship and branding. He also offers valuable lessons -- drawn from a rich collection of real-lfe examples -- on the risks involved, and how to maximise returns from these investments should businesses decide to go down this route.
Disciplines
Business | Marketing
Copyright Owner and Holder
Copyright © Singapore Management University 2012
Licece/Creative Commons Licence
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Article ID
1147
Subject(s)
Marketing
Citation
Knowledge@SMU.
John Davis on Sports Sponsorship and Branding. (2008).
Available at: https://ink.library.smu.edu.sg/ksmu/307