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The power of sports marketing

2009; Inderscience Publishers; Volume: 5; Issue: 3 Linguagem: Inglês

10.1504/ijsmm.2009.023241

1740-2808

Maria Augusta da Silveira Mitre, Patricia Ordóñez de Pablos,

Sports, Gender, and Society

Prominent brands sponsor the most important sports clubs, forming a strategic alliance which results in cooperation that is mutually beneficial for both sides. The aim of this piece of work is to analyse the importance of sports marketing for companies today. With this objective in mind, the relationship between companies and advertising will be studied in certain sports (football and motor sport, among others) and their implications for both companies and clubs will be analysed.