Introduction to Sport Marketing

Introduction to Sport Marketing offers an engaging yet accessible overview of key concepts and practical guidance essential to navigating the dynamic field of sport marketing. Designed for students with little prior exposure to the subject, the book sets out a clear, step-by-step framework that covers market analysis, strategy development, and the detailed planning and implementation of marketing campaigns. Recognizing that marketing skills extend beyond the realm of professional sport, this text also addresses their relevance in community sport and not-for-profit settings. It delves into topics such as digital and social media marketing, product innovation, and relationship marketing, while also considering contemporary issues like social responsibility and sustainability. A wide array of international examples enriches the discussion, drawing on cases from North America, Europe, and rapidly growing sport markets elsewhere. With its structured approach and practical exercises designed to reinforce fundamental principles, Introduction to Sport Marketing is an essential handbook for students undertaking degree-level sport marketing courses.