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:
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.
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)