Congratulations to John Fortunato on the publication of Sports Sponsorship: Principles and Practices, a new title from the publisher McFarland.
Professor Fortunato, the area chair of communications and media management at the Fordham Schools of Business, focused his book on how the sponsorship of sports actually works, from start to finish. It gives a detailed look at a $48 billion phenomenon that draws in companies of all sizes and types.
The book examines the factors that influence a sponsor’s choice of a property, how a sponsorship is activated, how to create a brand association, what public relations opportunities may exist, and much more.
Fortunato argues that in today’s increasingly competitive and cluttered media environment, where people’s attention is divided in scores of new ways, sponsorship retains inherent value.
“With the audience being harder to reach because of technology, sponsorship continues to be a viable way to obtain brand exposure and better connect a brand with a consumer,” he writes.