Sports Marketing: Fundamentals - Strategies - Instruments

This book provides the basics of professional sports marketing and suggests management practices. It covers key aspects such as sports marketing in different markets, performance, prices, contracts, communication, distribution channels, and perspectives of sport. It aims to create knowledge and understanding for successful sports marketing in the future.

Format: Paperback / softback
Length: 85 pages
Publication date: 25 September 2022
Publisher: Springer

Sports marketing has evolved from its humble beginnings to become a highly professional and intricate discipline that impacts not only those directly involved but also various interest groups (stakeholders) who often pursue their own, sometimes conflicting, intentions and interests. In addition, significant megatrends such as digitalization and globalization have given new impetus to sports marketing, just as sports themselves have undergone significant changes in their various manifestations and structures (including professionals, amateurs, sponsorship, organization, self-determination, and external determination).

The authors of this book present the fundamental building blocks of sports marketing in a concise and accessible manner, providing a framework for understanding the key elements of successful sports marketing. They outline the framework conditions, special features, strategy development, and the use of marketing instruments, aiming to create knowledge and understanding that will pave the way for future success in the field.

Sports marketing is intricately linked to different markets, each with its unique characteristics and challenges. The book delves into the basics of sports marketing, including performance aspects, pricing and contracts, communication issues, distribution channels, and perspectives of sport. It explores the opportunities and risks associated with sports marketing, emphasizing the need for strategic planning and effective communication to navigate the complex landscape of the sports industry.

The authors of this book draw on their extensive experience and expertise in the field to provide valuable insights and practical advice for professionals and enthusiasts alike. Whether you are a sports organization, athlete, marketer, or simply interested in the world of sports, this book offers valuable knowledge and tools to help you succeed in the dynamic and ever-changing field of sports marketing.

Weight: 200g
Dimension: 167 x 241 x 11 (mm)
ISBN-13: 9783658391218
Edition number: 1st ed. 2023