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This 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. Drawing 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 world's most successful sporting properties - before considering how sport might be better regulated, now and in the future, to better protect the interests of fans and other stakeholders from a health perspective. The book features a number of insightful images showcasing sport sponsorship in connection with tobacco, mega-events, alcohol, junk food and drink, and gambling over the years. Addressing a topical and hugely important issue, this is important reading for students, researchers, practitioners and policy makers with an interest in sport business and management, the ethics of sport, physical activity and health, event studies, marketing or public health.
Robin Ireland is Honorary Research Fellow in the College of Medical Veterinary and Life Sciences affiliated to the School of Health and Wellbeing, University of Glasgow, UK. He is also Honorary Director of Research with the European Healthy Stadia Network. He was awarded his PhD by the University of Glasgow in 2021. His thesis was on the Commercial Determinants of Health in Sport. He was elected Member of the UK Faculty of Public Health through Distinction in 2015.
1. Introduction, 2. Public Health and Sport, 3. An Introduction to Advertising and Marketing in Sport, 4. The Tobacco Industry and the Development of Sport Sponsorship, 5. Mega-Events and Sponsorship, 6. The Commodification of Modern Sport, 7. The Commercialisation and Globalisation of Football in England, 8. Sport and Brand Engagement, 9. The Regulation of Sport, 10. Conclusions and Discussion
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