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A bill in Costa Rica then passed its first reading, prescribing a 6% tax on alcohol sponsorships, and ensuring that 20% of advertising fees would be spent on building and maintaining sports facilities. [108] In 2012, Spain banned sponsorship of alcohol with an ABV of 20% or higher, in sport.
For example, Johnnie Walker sponsor the Championship at Gleneagles and Classic golf tournaments along with the Team McLaren Formula One car. Cricket is a sport with a large amount of alcohol sponsorship. The 2005 Ashes, for example, featured sponsorship hoardings by brands such as Red Stripe, Thwaites Lancaster Bomber and Wolf Blass wines.
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Technical sponsor is a sponsor which promotes organization of sporting events through the partial or full payment of goods and services (e.g., medical equipment, fitness, organization of transportation and lodging). Participating sponsor is a company, the sponsorship fee size of which usually does not exceed 10% of total raised funds..
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According to different authors and organizations, the marketing of sports events and teams is defined as “Designing or developing a 'live' themed activity, occasion, display, or exhibit a sporting event to promote a product, a team, cause, or organization".
The International Journal of Sports Marketing & Sponsorship is a quarterly peer-reviewed academic journal covering issues related to the marketing of sports that was established in 1999. Since 2004 it has been published by International Marketing Reports.
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