Team Sports Marketing  book cover
1st Edition

Team Sports Marketing

ISBN 9780750679794
Published July 27, 2011 by Routledge
288 Pages

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Book Description

Some might argue that sports marketing is a mere subfield of marketing, meaning that there are theoretical and practical dimensions that apply only to sports marketing and are only of interest to those involved in sports. In Team Sports Marketing, author Kirk Wakefield dispels this argument by demonstrating that effective sports
marketing epitomizes the science and art of marketing across any context. At the core
of sports marketing is the creation and enhancement of fan identification, where consumers are not just loyal customers, but have become brand fanatics.

Team Sports Marketing shows that while many aspects of sports marketing are thought to be unique to the field, other product and service sectors would do well to learn from teams in the NFL, NBA, MLB, and NHL that have transformed customers into fans. Moving beyond principles of marketing, Team Sports Marketing is packed with examples of best practices and covering subjects as diverse as sponsorships, season ticket sales, venue management and all topics in between. Team Sports Marketing is a must read text for students and managers in professional and collegiate sports.

Support materials for professors and students are available at

Table of Contents

1. What Is Team Sports Marketing  2. Sell an Identity  3.Precision Marketing  4. Research Your Fans  5. Build the Season Ticket Base  6. Build Value; Build it and They Will Come  7. Create Sponsorship Partners  8. Create Sponsorship Value  9. Move Merchandise  10. Create Technological Advantages  12. Build Community

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