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| Tekijä: | Ryssel, C. Stamminger, E. |
| Otsikko: | Sponsoring world-class tennis players. |
| Lehti: | European Research
1988 : MAY, VOL. 16:2, p. 110-116 |
| Asiasana: | SPONSORSHIP |
| Kieli: | eng |
| Tiivistelmä: | The sponsorship of individual athletes are examined, using the example of the tennis players Ivan Lendl and Boris Becker. Sponsorship which is only based on the athlete's present popularity without considering his personalty won't bring the success desired by the sponsor on a medium- or long-term basis. The psychological credibility of the sponsor in connection with the equipment which contributes directly to the player's success is much more important. |
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