Leverage and activation

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Chapter 4 in Concise Introduction to Sport Marketing, 2023, pp 57-71 from Edward Elgar Publishing

Abstract: The chapter titled “Leverage and activation” defines the terms leveraging and activation and explains how they are similar and different. The advantages and disadvantages of types of leveraging are discussed. A strong emphasis is placed on mutual value in engaging activities in areas such as positioning, storytelling, and shareable experiences. The topic of ambushing in sponsorship is also introduced.

Keywords: Business and Management; Economics and Finance (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (1)

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