oa Journal of Marketing - The changing face of sponsorship

Volume 2011, Issue 02
  • ISSN : 1811-9565



Anyone with a television set and an inclination toward national morale will remember how Benson & Hedges and Cricket went everywhere together, hand-in-hand like inseparable friends for a good five years. The attraction for sport Sponsorship is obvious - outperforming and doubling Ad Spend over the past 25 years, Sponsorship is a package deal that is hard to say 'no' to.

Loading full text...

Full text loading...


Article metrics loading...


This is a required field
Please enter a valid email address
Approval was a Success
Invalid data
An Error Occurred
Approval was partially successful, following selected items could not be processed due to error