Sponsorship of sport mega events: a conceptual approach for creating shared value

Cook, D. ORCID: 0000-0001-6160-7904, Biscaia, R. and Papadas, K.-K., 2018. Sponsorship of sport mega events: a conceptual approach for creating shared value. In: European Association for Sport Management (EASM) Conference 2018: Managing Sport in a Changing Europe, Malmö, Sweden, 5-8 September 2018.

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Abstract

Sport mega events represent an important platform that sponsors can use to communicate with prospective consumers. Although literature exists on value creation within sport (e.g. Woratschek, Horbel, & Popp, 2014), little attention has been afforded as to how sponsor brands and hosts may create value for consumers and other stakeholder groups within this important context. Therefore, this study aims to conceptualise the Creation of Shared Value (CSV) in sport mega events.

Item Type:	Conference contribution
Creators:	Cook, D., Biscaia, R. and Papadas, K.-K.
Date:	September 2018
Divisions:	Schools > Nottingham Business School
Record created by:	Jonathan Gallacher
Date Added:	26 Nov 2018 08:41
Last Modified:	26 Nov 2018 08:41
URI:	https://irep.ntu.ac.uk/id/eprint/35120

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