Sports marketing has become a cornerstone of successful sports management and business, driving growth in sport organisations and widening fan-bases. Showcasing the latest thinking and research in sports marketing from around the world, the Routledge Handbook of Sports Marketing goes further than any other book in exploring the full range of this exciting discipline.
Featuring contributions from world-leading scholars and practitioners from across the globe, the book examines theories, concepts, issues and best practice across six thematic sections—brands, sponsorship, ambush marketing, fans and spectators, media, and ethics and development—and examines key topics such as:
- consumer behaviour
- marketing communications
- strategic marketing
- international marketing
- experiential marketing
- and marketing and digital media
Comprehensive and authoritative, the Routledge Handbook of Sports Marketing is an essential reference for any student or researcher working in sport marketing, sport management, sport business, sports administration or sport development, and for all practitioners looking to develop their professional knowledge.
Table of Contents
Editors’ Introduction (Simon Chadwick, Nicoals Chanavat and Michel Desbordes) 1. Defining Sport Marketing (Sebastian Kaiser and Markus Breuer) Section 1: Brands Section Introduction (Simon Chadwick, Nicolas Chanavat and Michel Desbordes) 2. Congruency Effects in Sport Marketing (Björn Walliser) 3. Brand Activation in Sport Organizations (Franck Pons) 4. The Strategic Building of a Sport Brand (Paolo Guenzi) 5. Sport and City Branding (Christopher Hautbois) Section 2: Sponsorship Section Introduction (Nicolas Chanavat, Simon Chadwick and Michel Desbordes) 6. Computing the impact of sponsor signage exposure within sports broadcasts (Christopher Rumpf & Christoph Breuer) 7. A Data-Driven Approach to Sponsorship Planning (Larry DeGaris, Mark Dodds & Jim Reese) 8. Sports Sponsorship Decision Model: A conceptual model proposition (Barbara Monteiro de Barros de Sá & de Almeida Victor Manoel Cunha de Almeida) 9. Multiple Sponsorship and the Globalization of Sport (Nicolas Chanavat & Michel Desbordes & Geoff Dickson) 10. Celebrity Athlete Endorsers: A Critical Review (Nancy Lough & Ted Peetz) Section 3: Ambush marketing Section Introduction (Nicolas Chanavat, Simon Chadwick and Michel Desbordes) 11. A theoretical and empirical Overview of Ambush Marketing in Sports (Gerd Nufer & André Bühler) 12. Reconceptualising Ambush Marketing (Simon Chadwick) 13. Towards Regulation and Restriction of Ambush Marketing (Michel Desbordes & Nicolas Chanavat) Section 4: Customers, Fans and Spectators Section Introduction (Nicolas Chanavat, Simon Chadwick and Michel Desbordes) 14. Relationship Marketing in Sports: Building and establishing longstanding relations in the business of sports (André Bühler & Gerd Nufer) 15. Experiential Marketing and Sporting Events (Guillaume Bodet) 16. Managing Season Ticket Holders (Heath McDonald) 17. Sport marketing professionals’ expertise and knowledge on consumer behaviour (Fabien Ohl & Gary Tribou) 18. Classifying Spectators (Sten Soderman) Section 5: Media Section Introduction (Nicolas Chanavat, Simon Chadwick and Michel Desbordes) 19. Sport Marketing and New Media (Patrizia Zagnoli & Elena Radicchi) 20. Digital Media and Sport Marketing (Grégory Bolle) Section 6: Marketing, Ethics and Development Section Introduction (Nicolas Chanavat, Simon Chadwick and Michel Desbordes) 21. Grassroots sport – Achieving Corporate Social Responsibility through Sponsorship (Mazodier, Marc, Plewa, Carolin, Palmer, Karen, Quester, Pascale) 22. Marketing Sport, Leisure and Recreation Participation (Kostas Alexandris, Daniel Funk) 23. Managing Behavior: Organizational and Consumer Perspectives on Athlete Transgressions (Constantino Stavros, Kate Westberg, Bradley Wilson, Aaron C.T. Smith) 24. Marketing Women’s Sport: A Global Perspective (Nancy Lough) 25. The role of sport as an agent of social change and marketing performance. Examining the charitable face of Real Madrid (Verónica Baena) 26. The Marketing and Legal Implications of the ATP Event Reorganization (Mark Dodds, George Vazenios, Justin Lovich) Editors’ Conclusion (Simon Chadwick)
Simon Chadwick is Chair in Sport Business Strategy and Marketing at Coventry University Business School, where he is also the founder and Director of the Centre for the International Business of Sport. He also currently serves as Consultant Research Director for Qatar's Supreme Committee for Delivery and Legacy, the body charged with organising the 2022 FIFA World Cup. Simon's research and teaching interests lie in the areas of sponsorship, sport marketing and commercial strategy in sport. Having previously worked at the Universities of London, where he was the founding Director of the Birkbeck Sport Business Centre, and the University of Leeds, where he was Programme Director for the MA in Advertising and Marketing, Simon is the founder and Editor of Sport, Business and Management: An International Journal and a former Editor of the International Journal of Sports Marketing and Sponsorship. He also recently created and edits the highly regarded academic website The Scorecard.
Nicolas Chanavat is Senior Lecturer in Sport Marketing at the Université Paris-Saclay, France, where he has been Director of the first year of the Sport Management master’s degree programme since 2010. His PhD (University of Lyon I/Loughborough University) deals with multiple sponsorship effects in a mega sporting event context. Nicolas’s main research interests are focused on marketing of football and mega sporting events (sponsorship and ambush marketing, branding strategies and sport organisations marketing, fan consumption). He has published severals books and numerous academic articles in this field. Nicolas worked for the French soccer club, Association Sportive de Saint-Étienne (ASSE). He was also Assistant Director and Director of the volunteers programme at the FIFA France Confederation Cup in 2003 and trainer for the volunteer instructors at the 2006 Torino Winter Olympic Games. Nicolas is administrator of the French National Olympic Academy and Director of Research Grants for the French Centre for Olympic Studies. He is also marketing and strategic consultant for the museum of the Grand Stade of Olympic Lyonnais.
Michel Desbordes is Sports Marketing Professor at the University of Paris-Sud, France and Chief Editor of the International Journal of Sports Marketing and Sponsorship. As a Media Consultant, he is regularly consulted by BFM, France Télévisions, Europe 1, Le Monde and L’Équipe to discuss matters of sports business. He has also been Associate Professor at the University of Ottawa, Canada, and the Shanghai University of Sports, China. Michel has published 30 reference books in the field of sports marketing, as well as numerous academic articles.