The Centrifugal Sponsorship: Exploring a Globalization-Force Partnership Failure

Jeremy Langett

Abstract

This article provides support to the prioritization of cosmopolitanism ethics as an enduring principle for global organizations in three ways. First, it introduces the seven-year corporate sponsorship between Chevrolet and Manchester United as a globalization-force partnership failure. Second, it provides an overview of the theoretical nuance between definitions of globalization and cosmopolitanism as a foundation for ethical guidance. Third, it advocates for “centripetal” global partnerships built on the cosmopolitan considerations of shared qualities and mutual benefit.

Keywords:
    intercultural communication, marketing communication, sponsorship

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Authors

Jeremy Langett
langett.j@lynchburg.edu (Primary Contact)
Author Biography

Jeremy Langett, University of Lynchburg, VA,1501 Lakeside Drive, Lynchburg, VA 24501-3113 USA

Jeremy Langett, Ph.D., is associate professor of communication studies at the University of Lynchburg in Virginia, USA. His research explores the philosophy and ethics of strategic communication. Prior to his academic appointment, Dr. Langett worked as an account executive for a marketing-communications firm in Pittsburgh, Pennsylvania, for clients in the nonprofit, technology and education sectors. He holds a PhD and MA from Duquesne University and a BSc from the E.W. Scripps School of Journalism at Ohio University. He earned the Accreditation for Public Relations certificate from the Public Relations Society of America in 2017.

Langett, J. (2022). The Centrifugal Sponsorship: Exploring a Globalization-Force Partnership Failure. Journal of Intercultural Communication, 22(1), 30–38. https://doi.org/10.36923/jicc.v22i1.26

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