New Media, Branding and Global Sports Sponsorship

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Santomier, James
Sports Marketing; Brand Marketing; Mobile Technologies; Digital Media; Globalisation; Consumer Communications; Internet; Business; Marketing; Recreation Business; Sports Studies
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article description
New media has emerged as a significant dimension of branding and global sports sponsorship because it provides the capability to communicate with consumers worldwide via a multitude of digital platforms. This paper discusses the results of a systematic review of the development of global sports sponsorship and the importance of new media integration to the sector for the future. Results indicate that a new paradigm is emerging which involves thematically linked, integrated, strategic global marketing initiatives driven by new media applications, which have enhanced the value of sports sponsorship.