This book attempts to capture the diverse and rich nature of sporting marketing by covering the marketing of athletes, teams, leagues and special events. Even though many of the terms and core concepts are repetitive, they often take on different meanings in the context of sports marketing. Consider the term sports involvement. As you can see, the core marketing concept of involvement in the context of sports presents a whole new set of interesting questions and a more comprehensive understanding of sports marketing. While some texts focus on specialized activities in sports marketing, such as sports sponsorship, this book seeks to cover all of the relevant issues in designing an integrated marketing strategy.
Extensive treatment is given to understanding sports consumers as spectators and participants.
This text is organized into four distinct but interrelated parts. Each part represents an important component in the strategic sports marketing process. In Chapter 1, we introduce sports marketing and illustrate the breadth of the field. In addition, we ll take a look at the unique nature of sports products and the sports marketing mix. Chapter 2 presents the contingency framework for strategic sports marketing.