Sports Marketing

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.

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.