The double-edged appeal of adventure sports has started to capture the public’s imagination as a result of the combination of sports with the excitement and allure of adventure. In order to better understand the realm of adventure sponsorship and the other ramifications which accompany the subject matter “Strategic Sponsorship: Raising the bar of an undervalued marketing weapon: An inquiry into adventure sponsorship”, the logical starting place to begin to understand the realm is by understanding the words. Adventure denotes “…an exciting or very unusual experience…” as well as “…a bold, usually risky undertaking…” which is a “… hazardous action of uncertain outcome…” . Sports are “…a physical activity or skill carried out with a recreational purpose…”
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