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Sport Branding: Theory and Practice book cover

1st Edition

Sport Branding Theory and Practice

Edited By Jessica R. Braunstein-Minkove, Gashaw Abeza Copyright 2027
218 Pages 9 B/W Illustrations
by Routledge

218 Pages 9 B/W Illustrations
by Routledge

Sport Branding: Theories and Practice  serves as a comprehensive resource for the dynamic and evolving field of sport branding. It highlights the distinctive nature of branding both within and through sport, while grounding readers in the fundamental principles of the field. By exploring the foundations of sport branding, the book provides a strong theoretical base alongside practical examples... Read more

Part 1 Sport Branding: Foundation

 

1. Fundamentals of Sport Branding

Jessica R. Braunstein-Minkove, Gashaw Abeza, and Katja Sonkeng

 

2. Building Sport Brands 

Melissa Davies and Cole G. Armstrong

 

3. Competitive Landscape Analysis

Ari Kim, Moonhoon Choi, and Haakon Brown

 

Part 2 Sport Branding: Management

 

4. The Branding Process

Thekla Straub and Gashaw Abeza

 

5. Evolution of Sport Brands

Tim Ströbel

 

6. Reputation Management & Repositioning in Sport Branding

Beth A. Cianfrone and Wade Johnstone

 

7. Building a Brand Guideline

Katie M. Brown, Zerong (Colt) Wang, and Beth A. Cianfrone

 

Part 3 Sport Branding: Entities

 

8. Individual Branding

Zack P. Pedersen

 

9. Team Branding

Matthew Blaszka

 

10. College Athletics Branding

Natalie Bunch

 

11. League & Governing Body Branding

Aimee Vlachos, Josh Greer, Connor Blake, and Norm O’Reilly

 

12. Sport Event Branding

Keunsu Han

 

13. Branding a Sport Series: Motorsport Branding

Steffen Schmitter and Gashaw Abeza

 

14. Branding Through Sport

Jackson Sears

 

15. Cultural Branding in Sport

Guilaume Bodet

 

16. Sport Brand Communities

David Wagner, and Clinton J. Warren

 

Part 4 Sport Branding: Future

 

17. Innovation & the Future of Sport Branding

Amna Mustafa, Anusheh Zaman, and Christos Anagnostopoulos

 

Biography

 Jessica R. Braunstein-Minkove is a Professor in the Department of Kinesiology at Towson University, USA. She holds a Ph.D. in Sport Management, a master’s in Exercise and Sport Sciences (Sport Management), and a bachelor’s in Commercial Recreation from the University of Florida. Dr. Braunstein-Minkove’s teaching and research within sport marketing center on consumer behavior, sport branding, and brand management.

Gashaw Abeza is an Associate Professor of Sport Management in the Department of Kinesiology at Towson University, USA. His research focuses on marketing communication, particularly digital media within the sport context. His work covers key sport marketing communication topics, including branding, sponsorship, relationship marketing, ambush marketing, and endorsement.

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