1. Motor Sport and Brand Image
... they are quickly becoming as big or even bigger. "The Olympics, if we look at overall attendance at, participation in, and viewership of, will easily surpass the Super Bowl. (Shannon, 1999) " The popularity of the Super Bowl in the United States, is surpassed by the worldwide popularity of the ... risks are much higher than through regular sponsoring, but the rewards are also much higher. A company that just sponsors a team can terminate the contract fairly easily when something goes wrong (like corruption) without too much image damage. This, however, is not the case when a company is in...
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