Wilson, Jonathan A.J. (2010) [Exhibit 17.5] Mixing it with sports sponsorship: MMA – mixed martial arts, or marketing-made athletes? In: Hollensen, Svend, (ed.) Global Marketing: A decision oriented approach. Financial Times Prentice Hall, Harlow, Essex, UK, pp. 598-600. ISBN 9780273726227

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Abstract

Exhibit in a chapter, which charts the growing significance of sports sponsorship and personal branding in an athlete's career. The focus is on Mixed Martial Arts (MMA) and the recent video games releases, which used video capture techniques to create characters from real fighters. Finally, observations consider the advertising consumption trends of video gamers.

Item Type:	Book Section
Additional Information:	[1] Exhibit written (including interviews conducted) by: Jonathan A.J. Wilson. Exhibit is located within the book at: Part IV - Designing the Global Market Programme; Chapter 17 - Communication Decisions (Promotion Strategies); Section 17.3 - Communication Tools.
Uncontrolled Keywords:	global marketing, sports sponsorship, video game advertising, personal branding
Subjects:	G Geography. Anthropology. Recreation > GV Recreation Leisure H Social Sciences > HF Commerce
Faculty / School / Research Centre / Research Group:	Faculty of Business > Department of Marketing, Events & Tourism
Related URLs:	Publisher
Last Modified:	14 Oct 2016 09:12
URI:	http://gala.gre.ac.uk/id/eprint/4629

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