📗 Libro en inglés SPORT, SPONSORSHIP AND PUBLIC HEALTH

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 b