Strategic Sport Marketing

The fifth edition of Strategic Sport Marketing integrates sport marketing frameworks, theory and practical cases to show students and practitioners how to develop and execute successful sport marketing strategies. The book explains contemporary sport markets, consumer behaviour, marketing strategies and best practices in sport marketing in a clear, comprehensive and engaging way. Built on a foundation of strategic decision-making, it offers a truly diverse set of case studies, ‘sportviews’ and examples from national and international sports and events, including Australian Rules (AFL) football, European soccer, Russian hockey, Grand Slam tennis and the National Basketball Association (NBA). This new edition is revised to align with contemporary sport marketing applications, conceptualising sport as part of the experience economy and integrating technology and digitalisation themes into the book, reflecting the increasing focus on data and digital communications and media delivery of sport. It encourages critical and practical thinking and problem-solving on the part of the reader to help them improve their real-world professional practice. This book is an essential course text for students of sport marketing and management, as well as being a useful resource for all practitioners engaged in the marketing, promotion or communication of sport organisations or brands. Additional teaching and learning materials are available to accompany this book, including slides, class outlines and reflective questions and answers for each chapter.

Part I: Introduction  1          Introduction to Sport Marketing  Part II: Identification of Sport Marketing Opportunities  2          The Strategic Sport-Marketing Planning Process 3          Sport Consumers 4          Sport Market Research and Strategy  Part III: Strategy Determination  5          Sport Brands and Products 6          Sport and Pricing Strategies 7          The Sport Place 8          Sport and Media Distribution 9          Sport Promotion 10        Sport Services: Service Quality and Satisfaction 11        Sport Sponsorship  Part IV: Measuring and Managing Sport Marketing Strategy  12        Implementation, Ethics and Future Trends in Sport Marketing

Adam Karg is Associate Professor of Marketing and Director of the Sport Innovation Research Group at Swinburne University, Australia. His research is focused on consumer behaviour, sponsorship, online engagement, branding, media consumption and innovation in sport. He is also President of the Sport Management Association of Australia and New Zealand (SMAANZ). David Shilbury is Foundation Chair of Sport Management andDirector of the Deakin Sport Network in the Faculty of Business and Law at Deakin University, Australia. He is also a Non-Executive Director of Golf Victoria and his research expertise is in sport governance, strategy and sport delivery systems. Hans Westerbeek is Professor of International Sport Business and Head of the Sport Business Insights Group at Victoria University, Australia. He also holds Professorial appointments in Brussels, Beijing and Madrid and serves on various Boards. Daniel C. Funkis Professor and Ed Rosen Senior Fellow at Temple University, USA. He serves as Chairperson for the Department of Sport and Recreation Management and is Professor of Marketing at Swinburne University, Australia. His research investigates sport consumer experiences to help organisations understand customeracquisition, retention and expenditure. Michael L. Naraine is Assistant Professor in the Department of Sport Management at Brock University, Canada. His research focus is digital sport management and marketing, examining strategy, fan engagement and analytics related to new developments in the sport business landscape.