Football Shirt Sponsorships: SEGA Europe and Arsenal FC
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 June 2001
Abstract
The process by which a new shirt sponsorship was struck between SEGA Europe and Arsenal FC is described through a case study. The circumstances leading both organizations to seek out a sponsorship partner are identified. SEGA Europe was preparing to launch its new Dreamcast video console in Europe and wished to create a high-impact marketing program. Arsenal was looking for a company to replace its former shirt sponsor JVC. The case study also provides information about the sponsorship deal, the first 18 months of the partnership, and draws out some some more general lessons.
Keywords
Citation
Rosson, P. (2001), "Football Shirt Sponsorships: SEGA Europe and Arsenal FC", International Journal of Sports Marketing and Sponsorship, Vol. 3 No. 2, pp. 28-54. https://doi.org/10.1108/IJSMS-03-02-2001-B005
Publisher
:Emerald Group Publishing Limited
Copyright © 2001 by Winthrop Publications Limited