Football Sponsorship - A Business Paradigm. A Study on the Indian and English Markets

      Аннотация: Sponsorship in football business has been an integral part and continues to grow in importance as the nature of the leagues, and clubs get more professionalized. While opportunity in the area of sponsorship keeps growing bigger, there is a need to get more scientific about its whereabouts. This book explores football sponsorship as a marketing tool for clubs and sponsors, and as an inter-organizational (corporate) relationship construct between the sponsor and sponsee. It encapsulates the perspectives of both sponsors and clubs concerning relational quality (RQ) while elucidating the importance of sponsorship as a revenue stream and a brand equity driver. 70% of large sponsorship deals in Britain happen in football while the Indian sports sponsorship market has grown by a massive 12.3% in 2015/16 season and is expected to thrive with non-cricket sports like football gaining mass popularity. "Football commands passion, pulling power and megabucks. If its attraction could be distilled as a scent and sold, it would outperform any perfume currently available".

Ключевые слова: Brand Equity, Branding, football marketing, marketing, mixed-methods, qualitative, Quantitative, Relationship marketing, sponsorship, sports management, Sports marketing, Sports sponsorship, Football Sponsorship, Relationship Quality (RQ)