Sport Marketing

Now in its sixth edition, Sport Marketing has all the tools students need to step into the ever-changing arena of sport marketing. Industry examples and practical projects, along with case studies and interviews from top sports executives, make this text indispensable for aspiring sport marketers.

List of contents

Chapter 1. The Special Nature of Sport Marketing
Sport Marketing Then and Now
The Sport Industry
Sport Marketing Defined
Marketing Myopia in Sport
Uniqueness of Sport Marketing
Wrap-Up

Chapter 2. Strategic Marketing
Marketing Planning Process
Strategic Step 1: Develop Vision, Mission, and Values
Strategic Step 2: Develop Strategic Goals and Objectives
Strategic Step 3: Develop Tactics to Support the Strategic Plan
Strategic Step 4: Integrate the Marketing Plan Into a Broader, Strategic Resource Allocation
Strategic Step 5: Control and Evaluate Implementation of the Plan
Marketing Models
Wrap-Up

Chapter 3. Understanding the Sport Consumer
Socialization, Involvement, and Commitment
External Factors
Internal Factors
Responses
Wrap-Up

Chapter 4. Market Research and Analytics in the Sport Industry
Sources of Information
Users of Market Research in Sport and Entertainment
Application of Market Research in the Sport Industry
Performing the Right Research
Data Analytics
Wrap-Up

Chapter 5. Market Segmentation and Target Marketing
What Is Market Segmentation?
Four Bases of Segmentation
Target Marketing
Wrap-Up

Chapter 6. The Sport Product
What Is the Sport Product?
The Sport Product: Its Core and Extensions
Key Issues in Sport Product Strategy
Wrap-Up

Chapter 7. Managing Sport Brands
What Is Branding?
Building Brands and Brand Equity
Benefits of Brand Equity
How Brand Equity Is Developed
Leveraging Brand Equity
Identifying and Measuring Your Brand
Protecting the Brand
Additional Brand Management Considerations
Wrap-Up

Chapter 8. Promotion and Paid Media
Promotion: The Driver to Sales
Paid Media
Advertising Media for Sport
Promotional Concepts and Practices
Promotional Components
Putting It All Together: An Integrated Promotional Model
Wrap-Up

Chapter 9. Public Relations
What Is Public Relations?
Public Relations in the Sport Marketing Mix
Sport Public Relations and Content Creation in the Digital and Social Media Age
Public Relations, Advocacy, and the Art of Influencing Public Opinion
Sport, Television, and Entertainment Influence on Sport Public Relations
Wrap-Up

Chapter 10. Sponsorship and the Role of Activation
What Is Sponsorship?
Sponsorship in the Marketing Mix
Growth of Sponsorship and Lifestyle Marketing
Corporate Objectives
Athlete Endorsement
Sponsor Activation
Selling Sponsorships
Ambush Marketing
Wrap-Up

Chapter 11. Social Media in Sports Marketing
What Is Social Media?
The Dominance of Social Media
The Benefits of Social Media
Drawbacks of Social Media
Social Networks
Social Media and Sports Careers
Wrap-Up

Chapter 12. Sales and Service
Relationship Between Media, Sponsors, and Fans and the Sales Process
What Is Sales?
Database Sport Marketing and Sales
Typical Sales Approaches Used in Sport
Innovative Promotional Approaches for Selling Sport Products and Services
Yield Management and Pricing Strategies
Primary Ticketers and Secondary Ticket Marketplaces
Customer Lifetime Value, Service, and Retention 
Wrap-Up

Chapter 13. Delivering and Distributing Core Products and Extensions
Placing Core Products and Their Extensions
Theory of Sport and Place
Facility
Marketing Channels
Product-Place Matrix
Wrap-Up

Chapter 14. Legal Aspects of Sport Marketing
Intellectual Property
Trademark Infringement
Copyright Law and Sport Marketing
Right of Publicity and Invasion of Privacy
Contractual Issues Involving Consumers
Promotion Law Issues
Emerging Issues
Wrap-Up

About the author

Windy Dees, PhD, is a professor of sport administration in the School of Education and Human Development at the University of Miami. She has served as associate chair of the department of kinesiology and sport sciences. Her research expertise is in corporate sponsorship effectiveness and event marketing strategies and in how sport organizations can use these forms of marketing communication to enhance live events and generate revenue. Dees' research has examined a multitude of variables, including brand awareness, brand and event personality, image transfer, sponsorship effectiveness, purchase behaviors, and a multitude of event marketing and management factors. Her research has been published in Sport Marketing Quarterly, International Journal of Sport Management, International Journal of Sports Marketing and Sponsorship, Journal of Sponsorship, and Sport Management Education Journal.

Dees serves as the graduate program director for sport administration at the University of Miami. She has served as president of the Sport Marketing Association, executive editor of the Global Sport Business Journal, editorial board member for Sport Marketing Quarterly, and guest reviewer for many other sport management academic journals. Prior to entering academia, she was an account executive for Synergy Sports Marketing in Orlando, Florida, selling and servicing corporate partnerships in professional golf.

Dees earned her bachelor's degree in psychology and communications from Rollins College in Winter Park, Florida, where she was an All-American tennis player. She earned her master's degree in exercise and sport sciences from the University of Florida in Gainesville, Florida, and her doctorate in sport management from Texas A&M University in College Station, Texas. She is frequently invited to be a sport business expert in publications such as Forbes, Bleacher Report, Variety, and Dallas Morning News and has been a guest on ESPN Radio.

Patrick Walsh, PhD, is an associate professor of sport management in the David B. Falk College of Sport and Human Dynamics at Syracuse University. He previously held faculty positions at Indiana University and the University of Miami. His research focuses on the brand management practices of sport organizations and how they can best harness the power of their brand to further their business objectives. He has examined topics such as the effectiveness of brand extensions in sports, the rebranding of sport organizations, and the use of new media forums-specifically sport video games and social media outlets-as marketing and branding tools. His research has been published in journals such as Sport Marketing Quarterly, Journal of Sport Management, Sport Management Review, International Journal of Sports Marketing and Sponsorship, and Journal of Consumer Marketing. Walsh has also served on the editorial boards of Sport Marketing Quarterly, International Journal of Sport Management, and Journal of Global Sport Management, and he was an executive board member of the Sport Marketing Association. In 2016, he was named a research fellow of the Sport Marketing Association, which honors individual accomplishments and excellence in sport marketing research.

Prior to entering academia, Walsh worked in marketing with the National Football League's Buffalo Bills and was an associate with Velocity Sports and Entertainment (now MKTG), where he developed and executed strategic marketing plans for a number of today's top sponsors of professional and collegiate sport properties. Walsh earned a bachelor's degree in marketing and entrepreneurship and emerging enterprises from Syracuse University, a master's degree in sport administration from Canisius College, and a doctorate in kinesiology with an emphasis in sport management from the University of Minnesota.

Chad McEvoy, EdD, is vice provost for faculty affairs at Northern Illinois University, having previously served as a faculty member at Illinois State University and Syracuse University. McEvoy previously served as chair of the department of kinesiology and physical education at Northern Illinois University from 2015 to 2019.

McEvoy has coauthored three textbooks in the sport management discipline, and his research has been featured in more than 100 media outlets, such as The New York Times, The Wall Street Journal, The Chronicle of Higher Education, PBS Newshour with Jim Lehrer, and USA Today. In June 2008, he served as a panelist before the prestigious Knight Commission on Intercollegiate Athletics in a discussion on the effectiveness of NCAA penalties for rule violations. McEvoy's research has also been published in leading sport management academic journals such as the Journal of Sport Management, Sport Management Review, and Sport Marketing Quarterly.

McEvoy served as president of the Sport Marketing Association and has held the roles of founding editor of Case Studies in Sport Management and coeditor of the Journal of Issues in Intercollegiate Athletics. McEvoy was the 2015 recipient of the prestigious Sutton Award, awarded by the Sport Marketing Association each year to an educator best exemplifying the organization's mission to expand the body of knowledge in sport marketing through close connection to the sport industry.

Steve McKelvey, JD, joined the Mark H. McCormack Department of Sport Management at University of Massachusetts-Amherst in 2002, after spending 15 years in the sport industry in New York City.

His sport marketing, sponsorship, and sales experience includes six years in the corporate sponsorship division of Major League Baseball, where he served a pivotal role in the creation of the league's corporate sponsorship program and was instrumental in the generation of over $50 million in corporate sponsorship revenues. He subsequently spent six years building a profitable in-house sport marketing agency within one of the country's leading sport magazine publishers, developing and implementing sales promotions for clients such as Wise Snacks, Beck's Beer, Century 21 Real Estate, U.S. Postal Service, and Suzuki.

Prior to joining the University of Massachusetts faculty, he taught as an adjunct professor of sport law at the Seton Hall School of Law. He has authored articles on sport marketing, licensing, and the law for publications such as American Business Law Journal, Virginia Sports and Entertainment Law Journal, Seton Hall Journal of Sport Law, Entertainment and Sports Lawyer, Journal of Legal Aspects of Sport, Journal of Sport Management, Sport Management Review, Sports Business Journal, and Brandweek.

McKelvey holds a bachelor's degree in American studies from Amherst College, a master's degree from the University of Massachusetts sport management program, and a juris doctorate from Seton Hall School of Law. He was admitted to the New York State Bar in 1993.

Summary

Now in its sixth edition, Sport Marketing has all the tools students need to step into the ever-changing arena of sport marketing. Industry examples and practical projects, along with case studies and interviews from top sports executives, make this text indispensable for aspiring sport marketers.

Product details

• Authors: Windy Dees, Chad D. McEvoy, Stephen McKelvey, Patrick Walsh
• Publisher: Human Kinetics Publishers
• Languages: English
• Product format: Paperback / Softback
• Release: 01.09.2025
• EAN: 9781718228122
• ISBN: 978-1-7182-2812-2
• No. of pages: 448
• Subjects: Guides > Sport > General, dictionaries, handbooks, yearbooks, history; Social sciences, law, business > Business > Advertising, marketing