1st Edition

Contemporary Sport Marketing Global perspectives

Edited By James J. Zhang, Brenda G. Pitts Copyright 2017
    308 Pages 61 B/W Illustrations
    by Routledge

    308 Pages 61 B/W Illustrations
    by Routledge

    The international nature of the sport industry requires a global approach to sport marketing practices. Organisations need to develop a good understanding of the laws, regulations, values and norms of the countries and cultures in which they operate. This book brings together world-leading sport marketing scholars from 11 countries to address the most important global, regional, national, and community marketing issues in sport today. 

    Presenting the latest cutting-edge research from countries including India, China, the UK and the USA, it includes case studies on successful marketing strategies in sports ranging from football and hockey to baseball and motor racing. The book combines both qualitative and quantitative studies to explore key topics such as:

    • sport marketing in a globalized marketplace
    • corporate social responsibility and sponsorship in sporting events
    • the Olympic brand image and its values
    • sport consumer behaviour and customer satisfaction
    • new digital marketing channels.

    Contemporary Sport Marketing: Global perspectives is vital reading for all students and scholars of sport marketing, sport business and sport management, as well as for any professional working in the sport industry.

    Section I: Macro Perspective

    1. Introduction: Sport Marketing in a Globalized Marketplace

    2. Olympic Brand Image and Values: A mix of marketing and philosophy

    3. Regulating Sport Leagues: The case of Hockey India League

    4. Giving Sense to Corporate Social Responsibility in Sporting Events

    5. The Dominican Republic and the Development of the Major League Baseball Team Academy

    Section II: Micro Perspective

    6. An Exponential Decay Model: Does the outcome of a football match influence the number of viewers watching the advertisements?

    7. European Customer Satisfaction Index and its Usage in Sport

    8. Media Relations in English Football Clubs

    9. Antecedents of Customer Loyalty: A case of low-cost fitness centers

    10. Multilevel Mediational Effects of Attitude and Intention toward the Green Olympic Games

    Section III: Promotional Process

    11. Framing Paralympic Sport to Build Audience Interest

    12. Color Rules! An Examination of Spectators’ Color Preferences

    13. Gender and Advertising: Techniques and consumer response in NASCAR

    14. Examining the Effects of Corporate Renaming of an Historic College Football Stadium

    15. Consumer-perceived Branding Effects of Sport Sponsorship in China: Impacts of three large-scale events


    James J. Zhang is Professor and Director of the International Center for Sport Management (ICSM) at the University of Georgia, in Athens, Georgia, USA

    Brenda G. Pitts is Professor of Sport Management and Director of the Sport Business Research Laboratory at Georgia State University, in Atlanta, Georgia, USA