Abstract
The purpose of this chapter is to introduce readers to some of the trends and strategies in the industry of global sport sponsorship. We are now living in an age of globalization. This phenomenon has permeated our lives and has had an enormous impact on them. Driven by economic and technological forces, these changes have affected the sport world as well. Because of globalization, sport fans now have access to international games through the Internet and satellite television. Reflecting this, sport teams and leagues, in order to generate more revenue, have started to place strategic importance on the global market. Globalization of sport and the growth of an international audience have attracted numerous multinational companies to sponsor sport teams and leagues. These companies, through the use of advanced technology, have employed numerous strategies to engage international fans. Some of the strategies described in this chapter include the use of foreign signage, virtual technology, and social media.
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Tsuji, Y. (2015). Sport Sponsorship in the Global Marketplace. In: Kanosue, K., Kogiso, K., Oshimi, D., Harada, M. (eds) Sports Management and Sports Humanities. Springer, Tokyo. https://doi.org/10.1007/978-4-431-55324-3_6
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DOI: https://doi.org/10.1007/978-4-431-55324-3_6
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