How are sports sponsorship and successful brand management connected? What goals can be achieved through sports branding? Which sport and event align with the brand? Practitioners will find answers to these and other questions in this book, which is systematically and fundamentally prepared, featuring numerous case studies, analyses, concrete steps, and strategies. This book is particularly appealing for practitioners from sports and business who are involved with sports sponsorship. Without sacrificing theoretical grounding, it pragmatically explains the importance of a long-term, fair, and solid connection between sports and business, and provides practical ideas for implementation through particularly vivid examples. Transfer - Advertising Research & Practice.