Portal de Periódicos da CAPES

Football Shirt Sponsorships: SEGA Europe and Arsenal FC

2001; Emerald Publishing Limited; Volume: 3; Issue: 2 Linguagem: Inglês

10.1108/ijsms-03-02-2001-b005

2515-7841

Philip Rosson,

Digital Games and Media

The process by which a new shirt sponsorship was struck between SEGA Europe and Arsenal FC is described through a case study. The circumstances leading both organizations to seek out a sponsorship partner are identified. SEGA Europe was preparing to launch its new Dreamcast video console in Europe and wished to create a high-impact marketing program. Arsenal was looking for a company to replace its former shirt sponsor JVC. The case study also provides information about the sponsorship deal, the first 18 months of the partnership, and draws out some some more general lessons.