4th Edition

Advanced Theory and Practice in Sport Marketing

    336 Pages 17 B/W Illustrations
    by Routledge

    336 Pages 17 B/W Illustrations
    by Routledge

    Now in a fully revised and updated fourth edition, Advanced Theory and Practice in Sport Marketing is still the only textbook to introduce key theory and best practice in sport marketing at an advanced level. 

    The book goes beyond the introductory sport marketing course by exploring advanced marketing theories related to topics such as ethics and social responsibility, international marketing, marketing research and information systems, data analytics, consumer behavior, product and logistics management, branding and brand management, sales management, promotions, social media and networking, destination marketing, and evaluating performance. New to this edition are sections on pricing structures and strategies, experiential marketing, new digital marketing communications and technology, emotional intelligence in sport marketing, and social entrepreneurship. This is also one of the first books to consider the challenges of sports marketing in a post-COVID world. Every chapter contains extended case studies and theory-to-practice insights from marketing professionals around the world. 

    This is an essential textbook for courses on sport marketing, and invaluable recommended reading for any general course on sport business, sport management, sport development, or marketing. 

    Ancillary resources include a test bank, PowerPoint slides, and a master course syllabus.

    Prologue: Introduction to the Theory and Practice of Sport Marketing

    Part I: Overview of the Sport Marketing Ecosystem 

    1. Situation Analysis of Sport Marketing

    2. Developing the Strategic Sport Marketing Structure 

    Part II: Identifying Sport Marketing Opportunities 

    3. Research and Analytics-Driven Information Systems

    4. Understanding Sport Consumer Behavior 

    Part III: Responding to the Sport Marketplace – Product, Price, and Positioning Strategies 

    5. Product and Service Design and Quality

    6. Pricing Structures and Strategies

    7. Positioning and Distribution of Products and Services 

    Part IV: Sport Marketing Communications and the Promotions Mix 

    8. Branding and Sport Brand Management

    9. Sales and Customer Service

    10. Sport Marketing Partnerships: From Prospecting to Activation

    11. Non-Digital Communications and the Sport Promotional Mix

    12. Digital Marketing Communications and Technologies 

    Part V: Emerging Concepts in Sport Marketing 

    13. Generating Impacts through Destination Sport Marketing

    14. Emotional Intelligence in Sport Marketing 

    Epilogue: Covid-19 and Post-Pandemic Sport Marketing


    Eric C. Schwarz has been an academic and practitioner in sport business management for over 20 years. He is Chair of the Postgraduate Courses in Sport Business and Integrity and Senior Lecturer in Sport Management at Victoria University, Australia. Eric’s research concentrates on sport marketing, and sport facility and event management. In addition to four editions of this book, he has been the lead author on two other Routledge books - Sport Facility Operations Management: A Global Perspective and Managing Sport Facilities and Major Events

    Kyle J. Brannigan is Assistant Professor of Sport Management at the University of Wisconsin-Parkside, USA. Kyle's main research interests are revenue generation and sport marketing. Before becoming a professor in sport management, he worked in the field for various organizations such as the NFL, NCAA, and many others such as The Aspire Group. During his time with the Aspire Group Kyle helped generate ticket revenue and garnish donations for Army West Point Athletics. 

    Kevin P. Cattani is Professor of Sport Marketing and Management and Director of the Master’s in Management in the Sport Management program at the University of Dubuque, USA. He leads a multidisciplinary group of students seeking practical tools and strategies to be effective leaders in the broader sport industry. Furthermore, Kevin helped establish the Master’s program in 2018 in response to the need for graduate education in the tri-states area (Iowa, Illinois and Wisconsin) and has been a part of the university’s emotional intelligence program.

    Jason D. Hunter is Associate Professor of Physical Education and Sport Management at Rockford University, USA, where he has redesigned the Sport Management curriculum and built internship opportunities with the Chicago Blackhawks, Rockford IceHogs, Milwaukee Bucks, Milwaukee Brewers, Milwaukee Wave, Rockford Rivets, Chicago Sky, Rockford Meltfest Road Race, and the Rockford Illinois Park District, and also served as the Dean of Social Science, Commerce, and Education. He has won 11 Coach of the Year awards.