Introduction: the sports sector in a global context -- Sport and its role and contribution to society and economic development -- Sports governance -- Understanding fans and their consumption of sport -- Sports distribution and media rights -- Formulating and implementing sports marketing strategy -- Ticketing strategies in the sports sector -- The sports product and brand-building decisions -- Globalisation of the sports product -- Managing the sports sponsorship process -- Sports marketing in an era of radical uncertainty -- Supplementary information.
Summary:
"Sports are big business. Most companies want to expand into global markets, enhance their brand and understand varying market conditions. This textbook supports sports marketing students as they learn about the challenges and opportunities that are specific to the global sports industry. Written from the perspective of different stakeholders in the sports sector, such as fans, sports entity holders, clubs, sponsors and the sports media, it offers a holistic view of this evolving and ever-changing industry. Taking a truly global approach, this textbook helps students understand the current issues facing sports marketing professionals and is relevant across all regions of the world. Drawing on the author's years of industry and teaching experience, it blends theory and practice with case studies including the International Olympic Committee and FIFA. Crucially, the book provides comprehensive coverage of hot topics such as sports governance, digital marketing, and the globalization of the sports product. -- provided by publisher.
This resource is supported by the Institute of Museum and Library Services under the provisions of the Library Services and Technology Act as administered by State Library of Iowa.