490 Pages 155 Color Illustrations
    by Routledge

    490 Pages 155 Color Illustrations
    by Routledge

    490 Pages 155 Color Illustrations
    by Routledge

    Highly practical and engaging, Sports Marketing equips students with the skills, techniques, and tools they need to be successful marketers in any sporting environment. The book blends relevant marketing theory—focusing on industry-specific terminology and practices—with practitioner insights into current issues and future directions in the sports industry.


    This anticipated third edition has been fully updated to incorporate a broad range of global and diverse perspectives from industry experts and international case studies throughout. Contemporary topics within the sports industry have been expanded upon, including esports, social responsibility, sustainability, digital and social media, and personal branding. Popular "You Make the Call" cases, insider and early career insights, and review questions stimulate lively classroom discussion, while chapter summaries and terms support further support learning. Overall, this exciting text will:


    •         Increase students’ depth of knowledge about sports marketing

    •         Challenge students to apply concepts to real-world situations

    •         Profile best practices of organizations and individuals within the sports industry as they relate to the book’s content

    •         Equip students to position themselves to compete for entry-level positions in sports business

    •         Provide faculty with a concise but thorough text that meets their needs.


    Sports Marketing remains a core textbook for undergraduate and postgraduate students of sports marketing and management, providing a firm grasp of the ins and outs of working in sports.

    Additional online resources include PowerPoint slides for each chapter, a test bank of questions, and an instructor’s manual.

    1. Sports Meets Marketing 2. Sports Entertainment Consumption 3. The Marketing Environment 4. Segmenting Audiences for Sports 5. Building a Relevant Brand 6. Embracing Social Responsibility 7. Product Strategy 8. Experiential Marketing 9. Brand Communications Strategy 10. Brand Communications Execution 11. Sponsorship-Linked Marketing 12. Measuring Sports Brand Performance 13. Delivery of Sports Experiences 14. Preparing Future Sports Marketers


    Michael J. Fetchko is President and Managing Director of ISM USA, a full-service event and sports marketing agency, and co-director of the Pittsburgh Center for Sports Media and Marketing at Point Park University, USA.


    Donald P. Roy is Professor of Marketing at Middle Tennessee State University, USA.


    Vassilis Dalakas is Professor of Marketing at California State University San Marcos, USA.

    “The book provides a great overview of marketing of sports, is easy to read, and has an excellent structure to the book that is easy to follow and understand. I would recommend this book to anyone involved in sports marketing!” Martin HunterLecturer, Sports Marketing, Örebro University

    The authors offer a unique perspective with their combination of industry and academic experience. They draw readers into the subject with lively writing and examples that are believable, rich, and convincing. They convey the passion of sports and why sports are so compelling to athletes, fans, and marketers alike. The authors deeply understand the subject matter and care about communicating sports marketing concepts in ways that will captivate students and help them develop their skills in this field.” Lexi Hutto, PhD, Associate Professor of Marketing, Millersville University of Pennsylvania