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The integration of sponsorship into corporate marketing plans: An examination of one collegiate athletic program's sponsors
(Texas Tech University, 2009-05)
Sport sponsorships are an integration of advertising and public relations that make up an exchange relationship between a business or corporation and sporting entity. A variety of research studies have investigated various ...
Athletic donor perceptions of corporate collegiate sponsorship
(Texas Tech University, 2006-08)
Sports sponsorship continues to grow as an important part of advertising and marketing expenditures. Sports sponsorship’s ability to reach consumers in locations where they have strong ties can strengthen the bond between ...