John Amis is Associate Professor in the Department of Human Movement Sciences and Education, The University of Memphis.T Bettina Cornwell is Professor of Marketing in the UQ Business School at the University of Queensland.

Also available in hardback, 9781845200800 £50.00 (July, 2005)

Chapter 1: Sport Sponsorship in a Global Age
John Amis T. Bettina Cornwell

Chapter 2: Historical hangovers or burning possibilities: Regulation and adaptation in global tobacco and alcohol sponsorship
Robert Sparks, Timothy Dewhirst, Shannon Jette, and Amanda Schweinbenz

Chapter 3: The Spatial Logics of Global Sponsorship: Corporate Capital, Cola Wars Cricket
Michael Silk David Andrews

Chapter 4: Global adidas: Sport, Celebrity, and the Marketing of Difference
Andrew D. Grainger, Joshua I. Newman David L. Andrews

Chapter 5: Sports Sponsorship and Tourism Flows
Mike Weed

Chapter 6: The [E-]Business of Sport Sponsorship
Detlev Zwick Oliver Dieterle

Chapter 7: Global Sport Sponsorship: Towards a Strategic Understanding
Don Roy

Chapter 8: Image Transfer in Global Sport Sponsorship: Theoretical Support and Boundary Conditions
Kevin Gwinner

Chapter 9: Using the Olympics and FIFA World Cup to Enhance Global Brand Equity: A Case Study of Two Companies in the Payment Services Category
Robert Madrigal, Colleen Bee Monica LaBarge

Chapter 10: Alternative Global Avenues: Action Sports and Events
James Gladden Mark McDonald

Chapter 11: Ambush Marketing: Research and Management Implications
Janet Hoek

Chapter 12: Building International Alliances through Sponsorship: An Exploratory Investigation
Francis Farrelly Pascale Quester

Chapter 13: Evaluating Sponsorship Effects
Tony Meenaghan

Chapter 14: While the rich get richer Challenging inequities in conventional sport sponsorship
Sally Shaw

Chapter 15: Gay Games or Gay Olympics? Corporate Sponsorship Issues
Helen Jefferson Lenskyj

Chapter 16: Conclusion: What now? What's next?
T. Bettina Cornwell John Amis