Sports marketing (1995)

With indepth interviews from both heavyweight sponsors and newcomers, Schaaf offers a fascinating inside view of how promoting products and services through sports sponsorship has become one of the largest industries in the world. Schaaf examines the high-stakes economic battles waged between cities competing for sports teams. For example, in 1995, St. Louis lured the Rams football franchise away form the large and lucrative market of Los Angeles while cities like Atlanta and Salt Lake City were willing to speld millions for the chance to hoste the Olympics. Sports Marketing shows how the opportunity to associate with electrifying performances inspires multimillion-dollar sponsorships. In this captivating and easy-to-read book, Phil Schaaf traces the subsidy mechanism of sponsorship and its influence on the presentation and commercialization of sports entertainment.