Sport, Sponsorship and Public Health by Robin Ireland - 9781032145198

Sport, Sponsorship and Public HealthAuthor(s): Robin Ireland\nFormat: Paperback\nPublisher: Taylor & Francis Ltd, United Kingdom\nImprint: Routledge\nISBN-13: 9781032145198, 978-1032145198\nSynopsis\nThis book examines the development of sport sponsorship and its impact on global public health. It argues that sport governing bodies should not continue to treat fans solely as consumers, and that a more ethical approach should be taken to sport sponsorship.\n\nDrawing on research from sport studies, marketing and public health, the book presents a brief history of advertising and marketing in sport, including the importance of tobacco in the development of sport sponsorship, before exploring key aspects of the contemporary relationship between sport and corporate sponsors, including mega-events, digital technologies and brand engagement. It offers an in-depth case study of sponsorship in the English Premier League one of the worlds most successful sporting properties before consi.