Sponsorship-Linked Marketing: Introduction to Topics

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T. Bettina Cornwell University of Oregon

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Dae Hee Kwak University of Michigan

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Sponsorship of sport has developed over the past three decades to become a worldwide communications platform, a motivator for relationship building, and an omnipresent aspect of consumer experience for many. While it has been and continues to be a funding mechanism for sport, it is the evolution and metamorphosis of sponsorship-linked marketing that delivers endless research topics as sponsoring evolves dynamically.

T. Bettina Cornwell is with the Department of Marketing and the Warsaw Sports Marketing Center, the Lundquist College of Business, University of Oregon, Eugene, Oregon. Dae Hee Kwak is with the Michigan Center for Sport Management, the School of Kinesiology, University of Michigan, Ann Arbor, Michigan. Address author correspondence to T. Bettina Cornwell at tbc@uoregon.edu.

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