Digital sport marketing is a new, dynamic and rapidly evolving area that is having a profound impact on contemporary sport business. This is the only textbook to introduce core principles and best practice in digital sports marketing, focusing on key issues, emerging topics and practical techniques.
The book surveys the new international digital landscape in sport business and explains how to apply digital marketing across key areas from fan engagement and public relations to strategic communication and branding. Every chapter includes discussion of key concepts, an in-depth case study, and an in-depth conversation with a leading industry practitioner that demonstrates how digital marketing works in the real world.
Full of useful features, this is an essential textbook for any sport marketing, sport management, sport business or sport development course.
Table of Contents
1. The Development of Sport Marketing Practice
2. Sport Marketing in the Digital Age
3. Social Media in Digital Sports Marketing
4. Reputation Management and Sports PR
5. Sports Practice and Fan Engagement in an Online Environment
6. Fan Activation and Involvement with Sports Business
7. Getting Closer to Emerging Sports Audiences
8. Sports in a Cultural and Knowledge Management Context
9. The Importance of Sports Communication Strategies
10. Sports Business in a Globalised Marketplace
11. Towards New Thinking for Sports Marketers and Practitioners
12. The Future of Sport
Alan Seymour is an experienced academic in the sports marketing, engagement, PR, branding and social media sectors. He was previously Senior Lecturer and Course Leader at the University of Northampton, UK, and has run conferences both in the UK and the USA.
Paul Blakey is Senior Lecturer in Sport Business Management at the School of Sport and Exercise Science, University of Worcester, UK. He has worked on collaborative, and individual, research publications, conference presentations, ‘in-field’ event impact studies for sport governing bodies and co-ordinated nationwide research projects for UK-based sport and leisure corporations.