Sports sponsorship as a strategic investment in China: perceived risks and benefits by corporate sponsors prior to the Beijing 2008 Olympics

Abstract

The purpose of this study is to examine the application of sports sponsorship in China, particularly to gain some understanding of the benefits as perceived by corporate sponsors. In-depth interviews were conducted with 19 sports sponsorship experts in China. The results provide insights into how sports sponsorship works in this emerging market.

Citation

Yang, X.S. (2008), "Sports sponsorship as a strategic investment in China: perceived risks and benefits by corporate sponsors prior to the Beijing 2008 Olympics", International Journal of Sports Marketing and Sponsorship, Vol. 10 No. 1, pp. 57-72. https://doi.org/10.1108/IJSMS-10-01-2008-B008