Acquiring sponsorship agreements that are a good fit for both the sport organization and the corporation is one of the most crucial and challenging aspects of a sport managers job. In Developing Successful Sport Sponsorship Plans, 5th Edition, readers will have at their disposal a practical, step-by-step guide to identifying, soliciting, obtaining, and implementing appropriate and lucrative sponsorship opportunities. Sponsorship activities have become an important revenue generating activity for professional, collegiate, and high school sport teams, local and state parks and recreation departments, sport and entertainment facilities, and for-profit and non-profit events. Knowing how to overcome the multitude of challenges to craft an effective sponsorship proposal and then manage sponsorship activities is more important than ever. Esteemed scholar, author, and practitioner Mark S. Nagel joins award-winning academician David K. Stotlar in writing this new edition, which adds updated information, new interviews, and more depth and detail to what has proven to be the go-to guide for sport sponsorship courses since the first edition was released in 2001. Developing Successful Sport Sponsorship Plans provides a detailed overview of the sponsorship process, including idea generation, research and planning, solicitation, pricing, writing contracts, and implementation and evaluation of sponsorship activities. Stotlars often-cited Sponsorship Evaluation Model incorporates those stepssponsorship selection, activation, and evaluationand is presented in a reader-friendly figure. Combining theoretical foundations with practical applications, the book also offers interviews from practitioners to provide insight into the industry. The diverse scenarios discussed in each chapter include examples from different sports and from local, regional, national, and international sport events and organizations, as well as sponsorship options for individual athletes. Worksheets included throughout the book provide users with a hands-on guide for crafting a winning sport sponsorship proposal.
Dr. David K. Stotlar teaches on the University of Northern Colorado faculty in the areas of sport marketing, sponsorship, and event management. He has had more than 60 articles published in professional journals and has written several textbooks and book chapters on sport management and marketing. He has made numerous presentations at international and national professional conferences. Dr. Stotlars contribution to the profession includes an appointment as Coordinator of the Sport Management Program Review Council (NASPE/NASSM) from 19992001. He previously served as Chair of the Council on Facilities and Equipment of the American Alliance for Health, Physical Education, Recreation and Dance and as a Board Member and later as President of the North American Society for Sport Management. Dr. Stotlar was a member of the initial group of professionals inducted as NASSM Research Fellows. He is also a founding member of the Sport Marketing Association.
Mark S. Nagel, EdD, is a professor in the Department of Sport and Entertainment Management at the University of South Carolina. He also serves as an adjunct faculty member at the IE Business School in Madrid, Spain, the University of San Francisco, and St. Marys College of California. Nagel is the associate director of the College Sport Research Institute and has previously served as the treasurer of the North American Society for Sport Management and the Sport and Recreation Law Association. In addition to publishing numerous journal articles and book chapters, Nagel has co-authored six textbooks, including two published by FiT Publishing: Developing Successful Sport Sponsorship Plans, 5th edition, and multiple editions of Sport Facility Management: Organizing Events and Mitigating Risks. Prior to working at South Carolina, Nagel served as a sport management professor at Georgia State University, the University of West Georgia, and San Jose State University. Before pursuing a career in academe, Nagel was a practitioner in athletic coaching and administration, as well as campus recreation. During his years as an assistant coach of the womens basketball team at the University of San Francisco, he helped lead the team to three NCAA Tournament appearances, including the Sweet 16 in 1996.
