Sports Marketing

Written in an accessible and succinct style, the textbook illustrates key themes with clear graphics and relevant real-world examples. It discusses significant elements of marketing theory and the latest practices to allow undergraduate and graduate students to understand both traditional and more recent sports marketing practices.

Sports Marketing explores the latest sports marketing business practices, helping marketers make effective management and marketing investment decisions. This comprehensive textbook discusses relevant marketing theory and related practices within sports marketing. Each theme will:



Define key sports marketing ingredientsProvide mini-case examples of various sports around the worldOffer end-of-chapter questions and exercises designed to affirm key topics and stimulate the reader's thinking, andDescribe measures of the various sports marketing activities.



This textbook will prove an essential companion to students on marketing, business and various sport courses at an undergraduate and postgraduate level.



Contents:

Introduction

1. Sports Marketing Value Chain: Roles and Interdependencies

2. The Sports Marketing Context

3. Sports Histories and Sports Fans

4. Fans - Delivering Value through Deep Relationships

5. Association Benefits of Sports Marketing

6. Sports Marketing Measures

7. Sports Marketing Strategy and Activation Planning

8. The Sports Marketing Fusion

9. Sports Marketing Touchpoints and Customer Journeys

10. Sports Marketing - Leadership and Organizations

11. Traditional Advertising

12. Social and Digital Advertising

13. Sports Marketing Revenues

14. Sponsorship and Event Management

15. Licensing and Merchandising

Index