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The Handbook of Strategic Public Relations and Integrated Marketing Communications by Clarke Caywood

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CHAPTER 35SPORTS MARKETING: Champion Communicators

Amy D. LittletonVice PresidentKemperLesnik

Steven H. LesnikFounderKemperLesnik

A STRATEGIC APPROACH TO SPORTS PUBLIC RELATIONS

Sports public relations is one of the fastest-growing segments of the PR industry. This arena is defined by the use of public relations tactics to achieve the communications objectives of a team, venue or property and/or to support and enhance the sports marketing activities of a company or brand.

Over the past two decades, spending in sports sponsorship has continued to increase. Throughout the 2008–2010 economic recession, sponsorship was one of the few forms of marketing in which spending remained in positive territory. With sports sponsorship engagement comes activation ...

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