Abstract
Airline sponsorship of sports has exploded over the last decade mainly driven by the super-connector airlines of the Middle East such as Emirates and Ethiad. American-based airlines have followed suit as each carrier seeks to be branded as the preferred global airline. Sponsorship strategies and motivations vary considerably between airlines and are discussed using a case study approach. This research sheds light on an understudied marketing approach to global branding with implications for managers seeking develop best practices in sports sponsorship.
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
Sports Management & Commercialization
KEYWORDS
"Marketing", " Sports Sponsorship", " Airlines", " Commerce"
Digital Media
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