Global Sports Marketing - Assignment

Running head: GLOBAL SPORTS MARKETING
Global Sports Marketing
Name of the Student
Name of the University
Author Note

GLOBAL SPORTS MARKETING1
Table of Contents
Introduction:...............................................................................................................................2
Overview of the Association:.....................................................................................................2
Literature Review:......................................................................................................................3
Conclusion:................................................................................................................................6
References:.................................................................................................................................8

GLOBAL SPORTS MARKETING2
Introduction:
The application of the sponsor concept is notably visible in the modern world of trade
relations and that is prominent with the increasing number of sponsorship associations
formed by the business entities. As per the comments of Watson et al. (2016), the
sponsorship activities provide the desired scope to the companies to establish an efficient and
deeper association with an organization or an event for the purpose advertising and
promoting their business actions. According to Cornwell and Kwak (2015), the concept of the
corporate sponsorship is pretty significant in providing the scope to a company to get
associated with an event or another organization for the purpose of advertising their business
offerings. According to the esteemed opinion of Watson et al. (2016), the emergence of the
corporate sponsorship is pretty prominent in recent years and that is visible with the
partnership of multinational organizations with the sport related associations. The study is
based on the literature of present day usage of the sponsorship deals from the part of the
sporting organizations. The study is based on a sporting association named as International
Cricket Council. The association is recognized as the parent body of the international
cricketing activities across the globe.
Overview of the Association:
International Cricket Council is the recognized governing body of cricket at the global
stage. The association was developed in 1909 and was formed in the name of Imperial
Cricket Conference (Icc-cricket.com. 2020). The genre of the association is the Federation of
the national associations (Icc-cricket.com. 2020). The headquarter of the association is placed
in Dubai, United Arab Emirates. The association is currently consisting of 104 number of
members. The managerial team of the association includes the participation of Shashank
Manohar, the chairman of the body along with Manu Sawhney, the Chief Executive Officer