1st Edition

Integrated Marketing Communications in Football

By Argyro Elisavet Manoli Copyright 2023
    154 Pages 6 B/W Illustrations
    by Routledge

    154 Pages 6 B/W Illustrations
    by Routledge

    This book takes an important step forward in showing how Integrated Marketing Communications (IMC) have been applied within the English Premier League (EPL) – arguably the most commercialised and watched sport league in the world – and how it can and should be utilised in the context of other sports properties. 

    Drawing on cutting-edge empirical research, the book offers a detailed view into the marketing communications practices of EPL clubs (such as brand management and communications alignment), the football clubs’ practitioners’ perspectives of IMC and the integration processes taking place within the clubs. It examines the key marketing communications practices that strategic IMC entails, including marketing strategies and goals, cross-functional communication, external communication management and brand management, and helps researchers and practitioners to understand how IMC can have the maximum positive impact on the brand of an organisation, by managing their content, channels, stakeholders and results. 

    This book is fascinating reading for any researcher, advanced student or practitioner with an interest in sport management, the business of football, sport marketing or innovative approaches to marketing and business communications in other commercial spheres.

    1. Introduction

    2. Integrated Marketing Communications

    3. Integrated Marketing Communications Perceptions and Implementation

    4. Marketing Strategy, Marketing Goals, and Internal Communication

    5. Communications Alignment and Brand Management

    6. Football Practitioners’ Perceptions of Integrated Marketing Communications

    7. Integration Scenarios

    8. Conclusion


    Argyro Elisavet Manoli is Associate Professor (Senior Lecturer) of Sport Marketing and Communications at Loughborough University, UK, following a career in the professional sport industry. Her research focuses on two main strands: marketing communications management and integrity in sport. Dr Manoli was involved in the European Commission Expert Group for Sport Integrity, while being invited to author a mapping report for the European Union. Her research on the English Premier League was awarded the 2018 Highly Commended Award by Emerald Publishing. Dr Manoli is also the Scientific Chair of Sport Media and Communications in the European Association of Sport Management, while sitting on a number of Editorial Boards of prestigious journals.

    “Simply put, the value of Integrated Marketing Communication in Football extends beyond sport management. The strength of brand that professional sport organizations enjoy, as well as the emotional investment consumers have to the communicative efforts of their favorite teams, makes this an ideal setting through which to explore IMC implementation (or lack thereof). In addition, the book is intelligible despite the complexity of the subject matter. As such, Integrated Marketing Communication in Football would be well suited to accompany undergraduate as well as graduate sport marketing or sport communication courses ... The book will undoubtedly be a must-read for sport- or nonsport-based IMC research studies moving forward.”- Martin Barrett, Frostburg State University, International Journal of Sport Communication