Sport Brand Sponsorship of Malaysia Football Team
CHAPTER ONE INTRODUCTION RESEARCH BACKGROUND The sports sponsorship stands for exchanging a relationship between sports organizations and other mediators. It is another format of advertising and which creates new form of advertising champion that is other from the traditional one. The principal of companies become sponsors is to maximize rewards and minimize risks (Papadimitriou, et al., 2008). This developing scenario has provided opportunities to western firms who want to expend their customer base in increasingly affluent Asian markets (Rowe and […]