Advanced Theory and Practice in Sport Marketing

Eric C. Schwarz has been an academic and practitioner in sport business management for over 20 years. He is Chair of the Postgraduate Courses in Sport Business and Integrity and Senior Lecturer in Sport Management at Victoria University, Australia. Eric’s research concentrates on sport marketing, and sport facility and event management. In addition to four editions of this book, he has been the lead author on two other Routledge books - Sport Facility Operations Management: A Global Perspective and Managing Sport Facilities and Major Events. Kyle J. Brannigan is Assistant Professor of Sport Management at the University of Wisconsin-Parkside, USA. Kyle's main research interests are revenue generation and sport marketing. Before becoming a professor in sport management, he worked in the field for various organizations such as the NFL, NCAA, and many others such as The Aspire Group. During his time with the Aspire Group Kyle helped generate ticket revenue and garnish donations for Army West Point Athletics. Kevin P. Cattani is Professor of Sport Marketing and Management and Director of the Master’s in Management in the Sport Management program at the University of Dubuque, USA. He leads a multidisciplinary group of students seeking practical tools and strategies to be effective leaders in the broader sport industry. Furthermore, Kevin helped establish the Master’s program in 2018 in response to the need for graduate education in the tri-states area (Iowa, Illinois and Wisconsin) and has been a part of the university’s emotional intelligence program. Jason D. Hunter is Associate Professor of Physical Education and Sport Management at Rockford University, USA, where he has redesigned the Sport Management curriculum and built internship opportunities with the Chicago Blackhawks, Rockford IceHogs, Milwaukee Bucks, Milwaukee Brewers, Milwaukee Wave, Rockford Rivets, Chicago Sky, Rockford Meltfest Road Race, and the Rockford Illinois Park District, and also served as the Dean of Social Science, Commerce, and Education. He has won 11 Coach of the Year awards.

Prologue: Introduction to the Theory and Practice of Sport Marketing, Part I: Overview of the Sport Marketing Ecosystem, 1. Situation Analysis of Sport Marketing, 2. Developing the Strategic Sport Marketing Structure, Part II: Identifying Sport Marketing Opportunities, 3. Research and Analytics-Driven Information Systems, 4. Understanding Sport Consumer Behavior, Part III: Responding to the Sport Marketplace – Product, Price, and Positioning Strategies, 5. Product and Service Design and Quality, 6. Pricing Structures and Strategies, 7. Positioning and Distribution of Products and Services, Part IV: Sport Marketing Communications and the Promotions Mix, 8. Branding and Sport Brand Management, 9. Sales and Customer Service, 10. Sport Marketing Partnerships: From Prospecting to Activation, 11. Non-Digital Communications and the Sport Promotional Mix, 12. Digital Marketing Communications and Technologies, Part V: Emerging Concepts in Sport Marketing, 13. Generating Impacts through Destination Sport Marketing, 14. Emotional Intelligence in Sport Marketing, Epilogue: Covid-19 and Post-Pandemic Sport Marketing