This book examines contemporary sport marketing, with a particular focus on strategic marketing, the process of longer-term planning and development that involv

Globalization has had a profound impact on the sports industry, creating an international market in which sports teams, leagues and players have become internat

This book explores sport marketing analytics, an essential and crucially important aspect of contemporary sport business. Successful sport marketing begins and

Sports are big business. Most companies want to expand into global markets, enhance their brand and understand varying market conditions. This textbook supports

The international nature of the sport industry requires a global approach to sport marketing practices. Organisations need to develop a good understanding of th