S/M/293. Dissertation. Sponsorship of Sporting Events

The dissertation investigates the implications of the growth of sponsorship as a marketing tool for sporting events, etc. A review of literature is presented on the history of sponsorship since the 17th century, the trends in the present-day sponsorship, the definitions of sponsorship, the types of sponsorship, the issues of fundraising, the theory of event marketing, etc. Positive and negative impacts of sponsorship are identified; strategies of sponsorship are described; the effectiveness of sponsorship is evaluated.