A History of Marketing
A History of Marketing
Podcast Description
A podcast about the stories and strategies behind the campaigns that shaped our world. Featuring conversations with top CMOs, marketing professors, authors, historians, and business leaders. marketinghistory.org
Podcast Insights
Content Themes
The podcast covers pivotal moments in marketing history, significant figures, and influential campaigns, with episodes exploring topics such as the origins of advertising from ancient times, the shift towards modern branding, and deep dives into specific figures like Philip Kotler, Edward Bernays, and David Aaker, reflecting on their impact on contemporary marketing practices.
A podcast about the stories and strategies behind the campaigns that shaped our world. Featuring conversations with top CMOs, marketing professors, authors, historians, and business leaders.
A History of Marketing / Episode 16
Tune into any major sporting event, and corporate sponsorship saturate the screen. Colossal logos sprawl across stadium rooftops. They adorn the smallest patch on a player’s jersey. From pre-game shows to post-game analysis, from breakfast cereal to beer cans, from charitable causes to gambling apps, sponsorships are inseparable from sports.
Sports and sponsorship are so interwoven, it’s easy to think it was always this way. But it’s a relatively new phenomenon. It doesn’t happen naturally either. Behind the scenes marketers, brands, teams, and athletes navigate complex sponsorship-linked marketing arrangements that aim to benefit all parties involved.
My guest is T. Bettina Cornwell, a leading expert on sports and sponsorship. She is the Philip H. Knight Chair and Head of the Department of Marketing at the University of Oregon’s Lundquist College of Business.
Professor Cornwell literally wrote the book on the subject. It’s called Sponsorship in Marketing and the 3rd edition of it comes out today. I read an earlier edition to prepare for our interview, and I really enjoyed it. So, if you like our conversation, I recommend checking it out.
Our discussion was an absolute blast. We cover some of the best-known successes and revealing failures in the world of sports and sponsorship.
Now, here it is – my conversation with Bettina Cornwell.Find more: marketinghistory.org
Hosted by Andrew Mitrak
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit marketinghistory.org
Disclaimer
This podcast’s information is provided for general reference and was obtained from publicly accessible sources. The Podcast Collaborative neither produces nor verifies the content, accuracy, or suitability of this podcast. Views and opinions belong solely to the podcast creators and guests.
For a complete disclaimer, please see our Full Disclaimer on the archive page. The Podcast Collaborative bears no responsibility for the podcast’s themes, language, or overall content. Listener discretion is advised. Read our Terms of Use and Privacy Policy for more details.