This book examines contemporary sport marketing, with a particular focus on strategic marketing, the process of longer-term planning and development that involves identifying the needs and wants of potential customers and satisfying their needs through the exchange of products and services.
It presents cutting-edge case studies from around the world, including from the United States, China, Europe, the Middle East, South America, and Africa. It considers some of the most interesting emerging themes and topics in contemporary sport business, including fitness marketing, the role of sustainability in sport marketing, social media and digital marketing, athlete-brand relationships, and the promotion and development of collegiate and scholastic sport. As a whole, this volume presents a snapshot of the opportunities and challenges facing sport marketers around the world.
Sport Marketing in a Global Environment is fascinating reading for any advanced student, researcher, or professional working in sport business and management, sport development, marketing, strategic management, or global business.
Table of Contents
1 Challenges and Opportunities of Contemporary Sport Marketing: Strategic Perspectives
Ruth M. Crabtree and James J. Zhang
2 Marketing Strategies for Reaching Iranian Older Adults: A Social Network Based on Physical Activity Promotion
Sara Keshkar and Zahra Mohammadi
3 Fitness Center Marketing in Thailand: Antecedents and Consequences of COVID-19 Pandemic
Dittachai Chankuna and Nilmanee Sriboon
4 Challenges in the Marketing of Intercollegiate Athletics: Perspectives of College Football Marketing Directors
Jonathan J. Benedek and Paul M. Pedersen
5 Analyzing Minor League Sport Markets in the United States: Proposing a Marketing Model
Bonnie Tiell and Danielle C. Foster
6 Sustainable Development of Sport Event Tourism Destinations: Perspectives of the Core Stakeholders in China
Ruiying Shi and Tao Yang
7 Marketing Management in the Football Industry: Guidelines, Trends, and Proposals
Ivan Furegato Moraes, Ary José Rocco Junior and Flávia da Cunha Bastos
8 Sports Marketing and Social Media Strategies: A Literature Review and Research Agenda
Deniz Zeren, Ismail Erkan and Fulya Acikgoz
9 Sports Fans’ Defense of the Tribal Brand: Exploring Determinants Across Two Continents
Jeremy J. Sierra, Harry A. Taute and Byung-Kwan Lee
10 Development Digital Marketing Plans through Understanding Use Behaviour of Fitness Apps in Portuguese Fitness Centres
Helena Ferreira-Barbosa, Jerónimo García-Fernández and Gabriel Cepeda-Carrión
11 Sport Development Strategies and Practices in Chinese Small Towns
Yan Wang, Jin-sheng Liu, Kyungyeol (Anthony) Kim and James J. Zhang
12 Marketing Strategies and Practices of Women’s Soccer in the United States: Historical Perspective
Chris Henderson, Becca Leopkey and James J. Zhang
13 Significant Influence of a Major Policy on Strategic Management and Marketing: Analyzing the Effect of Title IX on Collegiate Athletics
Joseph C. Kennedy, Andrew Kim and Lauren M. Johnson
14 Athlete-Brand Relationships in the Era of “Cancel Culture”: Insights, Analyses, and Strategic Development
Rhiannon MacDonnell Mesler, Katharine Howie, Jessica Vredenburg and Jennifer Chernishenko
15 Focusing on Quality Product: Development and Promotion of Robust Fitness Programs through Humanistic Coach Training
16 Resource Mobilization for Sport Activities in Tanzanian Secondary Schools: Application of Strategic Internal Marketing
Alfa Simwanza and Stephen Mabagala
Ruth M. Crabtree is principal lecturer and teaching fellow in the Department of Sport, Exercise and Rehabilitation at Northumbria University, the United Kingdom. She is currently a vice president of the World Association for Sport Management and board member of the International Council of Sport Science & Physical Education Development Committee.
James J. Zhang is a professor of Sport Management at the University of Georgia, USA. His primary research interests are applied measurement and/or applied studies examining sport consumer and organizational behaviors. He has previously been the editor of the International Journal of Sport Marketing and Sponsorship, Sport Management Section Editor of the Measurement in Physical Education and Exercise Science journal, and the president of North American Society for Sport Management (NASSM).