Social Media and Sponsorship in Sport

Parganas, Petros and Anagnostopoulos, Christos orcid iconORCID: 0000-0001-7470-5191 (2021) Social Media and Sponsorship in Sport. In: Social Media in Sport. World Scientific, pp. 253-286. ISBN 978-981-123-765-2

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After reading the chapter, you will be able to do the following:

Understand the implications of social media on sponsorship

Discuss the sponsorship activation process in the social media environment

Recognize the role of social media in ambush marketing

Discuss the recent developments in celebrity endorsements

Identify the different forms of influencers and their role in sponsorship and athlete endorsement

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