John Amis is Associate Professor in the Department of Human Movement Sciences and Education, The University of Memphis.T Bettina Cornwell is Professor of Marketing in the UQ Business School at the University of Queensland.

• Chapter 1: Sport Sponsorship in a Global Age John Amis T. Bettina Cornwell Chapter 2: Historical hangovers or burning possibilities: Regulation and adaptation in global tobacco and alcohol sponsorship Robert Sparks, Timothy Dewhirst, Shannon Jette, and Amanda Schweinbenz Chapter 3: The Spatial Logics of Global Sponsorship: Corporate Capital, Cola Wars Cricket Michael Silk David Andrews Chapter 4: Global adidas: Sport, Celebrity, and the Marketing of Difference Andrew D. Grainger, Joshua I. Newman David L. Andrews Chapter 5: Sports Sponsorship and Tourism Flows Mike Weed Chapter 6: The [E-]Business of Sport Sponsorship Detlev Zwick Oliver Dieterle Chapter 7: Global Sport Sponsorship: Towards a Strategic Understanding Don Roy Chapter 8: Image Transfer in Global Sport Sponsorship: Theoretical Support and Boundary Conditions Kevin Gwinner Chapter 9: Using the Olympics and FIFA World Cup to Enhance Global Brand Equity: A Case Study of Two Companies in the Payment Services Category Robert Madrigal, Colleen Bee Monica LaBarge Chapter 10: Alternative Global Avenues: Action Sports and Events James Gladden Mark McDonald Chapter 11: Ambush Marketing: Research and Management Implications Janet Hoek Chapter 12: Building International Alliances through Sponsorship: An Exploratory Investigation Francis Farrelly Pascale Quester Chapter 13: Evaluating Sponsorship Effects Tony Meenaghan Chapter 14: While the rich get richer Challenging inequities in conventional sport sponsorship Sally Shaw Chapter 15: Gay Games or Gay Olympics? Corporate Sponsorship Issues Helen Jefferson Lenskyj Chapter 16: Conclusion: What now? What's next? T. Bettina Cornwell John Amis

'Global Sport Sponsorship provides an important contribution to the literature on sports sponsorships. The book succeeds in achieving its goal of providing the first truly cutting-edge perspective on the cultural, economic, and social consequences of sponsorships on a global basis. Because sport has become an increasingly international phenomenon, this book's global perspective could not be more timely.'Dennis Howard, Head of Marketing and Philip H. Knight Professor of Business, University of Oregon'A timely, comprehensive and challenging analysis of the phemonemon of global sport sponsorship which should be essential reading for both students and researchers.'Barrie Houlihan, Loughborough University

John Amis is Associate Professor in the Department of Human Movement Sciences and Education, The University of Memphis.T Bettina Cornwell is Professor of Marketing in the UQ Business School at the University of Queensland.

• Chapter 1: Sport Sponsorship in a Global Age John Amis T. Bettina Cornwell Chapter 2: Historical hangovers or burning possibilities: Regulation and adaptation in global tobacco and alcohol sponsorship Robert Sparks, Timothy Dewhirst, Shannon Jette, and Amanda Schweinbenz Chapter 3: The Spatial Logics of Global Sponsorship: Corporate Capital, Cola Wars Cricket Michael Silk David Andrews Chapter 4: Global adidas: Sport, Celebrity, and the Marketing of Difference Andrew D. Grainger, Joshua I. Newman David L. Andrews Chapter 5: Sports Sponsorship and Tourism Flows Mike Weed Chapter 6: The [E-]Business of Sport Sponsorship Detlev Zwick Oliver Dieterle Chapter 7: Global Sport Sponsorship: Towards a Strategic Understanding Don Roy Chapter 8: Image Transfer in Global Sport Sponsorship: Theoretical Support and Boundary Conditions Kevin Gwinner Chapter 9: Using the Olympics and FIFA World Cup to Enhance Global Brand Equity: A Case Study of Two Companies in the Payment Services Category Robert Madrigal, Colleen Bee Monica LaBarge Chapter 10: Alternative Global Avenues: Action Sports and Events James Gladden Mark McDonald Chapter 11: Ambush Marketing: Research and Management Implications Janet Hoek Chapter 12: Building International Alliances through Sponsorship: An Exploratory Investigation Francis Farrelly Pascale Quester Chapter 13: Evaluating Sponsorship Effects Tony Meenaghan Chapter 14: While the rich get richer Challenging inequities in conventional sport sponsorship Sally Shaw Chapter 15: Gay Games or Gay Olympics? Corporate Sponsorship Issues Helen Jefferson Lenskyj Chapter 16: Conclusion: What now? What's next? T. Bettina Cornwell John Amis

'Global Sport Sponsorship provides an important contribution to the literature on sports sponsorships. The book succeeds in achieving its goal of providing the first truly cutting-edge perspective on the cultural, economic, and social consequences of sponsorships on a global basis. Because sport has become an increasingly international phenomenon, this book's global perspective could not be more timely.'Dennis Howard, Head of Marketing and Philip H. Knight Professor of Business, University of Oregon'A timely, comprehensive and challenging analysis of the phemonemon of global sport sponsorship which should be essential reading for both students and researchers.'Barrie Houlihan, Loughborough University

John Amis is Associate Professor in the Department of Human Movement Sciences and Education, The University of Memphis.T Bettina Cornwell is Professor of Marketing in the UQ Business School at the University of Queensland.

• Chapter 1: Sport Sponsorship in a Global Age John Amis T. Bettina Cornwell Chapter 2: Historical hangovers or burning possibilities: Regulation and adaptation in global tobacco and alcohol sponsorship Robert Sparks, Timothy Dewhirst, Shannon Jette, and Amanda Schweinbenz Chapter 3: The Spatial Logics of Global Sponsorship: Corporate Capital, Cola Wars Cricket Michael Silk David Andrews Chapter 4: Global adidas: Sport, Celebrity, and the Marketing of Difference Andrew D. Grainger, Joshua I. Newman David L. Andrews Chapter 5: Sports Sponsorship and Tourism Flows Mike Weed Chapter 6: The [E-]Business of Sport Sponsorship Detlev Zwick Oliver Dieterle Chapter 7: Global Sport Sponsorship: Towards a Strategic Understanding Don Roy Chapter 8: Image Transfer in Global Sport Sponsorship: Theoretical Support and Boundary Conditions Kevin Gwinner Chapter 9: Using the Olympics and FIFA World Cup to Enhance Global Brand Equity: A Case Study of Two Companies in the Payment Services Category Robert Madrigal, Colleen Bee Monica LaBarge Chapter 10: Alternative Global Avenues: Action Sports and Events James Gladden Mark McDonald Chapter 11: Ambush Marketing: Research and Management Implications Janet Hoek Chapter 12: Building International Alliances through Sponsorship: An Exploratory Investigation Francis Farrelly Pascale Quester Chapter 13: Evaluating Sponsorship Effects Tony Meenaghan Chapter 14: While the rich get richer Challenging inequities in conventional sport sponsorship Sally Shaw Chapter 15: Gay Games or Gay Olympics? Corporate Sponsorship Issues Helen Jefferson Lenskyj Chapter 16: Conclusion: What now? What's next? T. Bettina Cornwell John Amis

'Global Sport Sponsorship provides an important contribution to the literature on sports sponsorships. The book succeeds in achieving its goal of providing the first truly cutting-edge perspective on the cultural, economic, and social consequences of sponsorships on a global basis. Because sport has become an increasingly international phenomenon, this book's global perspective could not be more timely.'Dennis Howard, Head of Marketing and Philip H. Knight Professor of Business, University of Oregon'A timely, comprehensive and challenging analysis of the phemonemon of global sport sponsorship which should be essential reading for both students and researchers.'Barrie Houlihan, Loughborough University