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The first presentation of the lifestyle sponsorship breach as market opportunity concept. The audience was not impressed that we wanted to treat football players as humans.
Reference: Dann, S & Dann, S (2005) "Lifestyle Sponsorship and Player Lifestyle Breach: Opportunity, Not Loss?" Second Australasian Nonprofit and Social Marketing Conference, Melbourne, 25 September 2005.
Available at http://stephendann.net/articles/thematic/sportsmarketing.htm