Digital sport marketing : concepts, cases and conversations / Alan Seymour and Paul Blakey.

Format:

Book

Author/Creator:

Seymour, Alan, 1949- author.

Blakey, Paul, 1969- author.

Language:

English

Subjects (All):

Sports--Marketing--Technological innovations.

Sports.

Sports administration--Technological innovations.

Sports administration.

Physical Description:

1 online resource (263 pages) : illustrations

Edition:

1st ed.

Place of Publication:

Abingdon, Oxon ; New York, NY : Routledge, 2021.

Summary:

Digital sports marketing is a new, dynamic and rapidly evolving area that is having a profound impact on contemporary sport business. This is the only textbook to introduce core principles and best practice in digital sports marketing, focusing on key issues, emerging topics and practical techniques. The book surveys the new international digital landscape in sport business and explains how to apply digital marketing across key areas from fan engagement and public relations to strategic communication and branding. Every chapter includes discussion of key concepts, an in-depth case study, and an in-depth conversation with a leading industry practitioner that demonstrates how digital marketing works in the real world. Full of useful features, this is an essential textbook for any sport marketing, sport management, sport business or sport development course.

Contents:

Cover

Half Title

Title

Copyright

Contents

List of figures

List of tables

Foreword

Preface

Acknowledgements

1 The development of sport marketing practice

Introduction

Concepts

A short history of sport marketing

Case study 1.1: A question for Nike?

Conversation 1.1 Dr Bill Sutton, recently retired Director of Sport and Entertainment Management MBA programme at the University of South Florida, USA

Conversation: reflections and activities

Is there a case for the re-definition of sport marketing?

Conclusion

Chapter review questions

Additional reading and digital resources

References

2 Sport marketing in the digital age

The digital landscape

Digital sports media data

Case study 2.1: Wimbledon and IBM

Case study questions

Conversation 2.1 Eric Stoller, Consultant

3 Social media in digital sport marketing

Digital communities in sports

Social media platforms

New considerations

Case study 3.1: Sport marketing conference

Conversation 3.1 Jan Bohemer, PhD, Head of Digital and Data Science at The&amp

Partnership and m/six Agency

4 Reputation management and sports PR

Sports PR defined

Sports digital PR

Reputation management

Case study 4.1: Ford and Team Sky Cycling

Case study 4.2: Ford and the EFL

Conversation 4.1 Ed Bowers, Education2Sport

Chapter review questions.

Additional reading and digital resources

5 Sports practice and fan engagement in an online environment

Case study 5.1: Geoff Wilson, Consultant

Conversation 5.1 Stephen Bourke, Founder, Adviser, and Strategist at SB1 Sport

6 Fan activation and involvement with sport business

Case study 6.1: Change to win: achieving competitive advantage in the sports industry

Case study conclusion

Case study task

Conversation 6.1 Luca Massaro, Founder and CEO of WePlay

7 Getting closer to emerging sports audiences

Case study 7.1: Bas Schnater, Newsroom Content Analyst, Mediahuis Nederland

Conversation 7.1 Fiona Green, Co-Founder, Winners FDD Ltd

8 Sports in a cultural and knowledge management context

Case study 8.1: EKS consultancy

Conversation 8.1 Dr Cath Bishop, Senior Performance Consultant and Keynote Speaker

9 The importance of sports communication strategies

Case study 9.1: Jon Burkhart, TBC Global

Conversation 9.1 Jim O'Toole - CEO, Event Rider Masters

Conclusion.

Chapter review questions

10 Sport business in a globalised marketplace

Case study 10.1: Liverpool FC

Case study 10.2: SD Eibar

Conversation 10.1 Ann Pegoraro, Laurentian University, Institute for Sport Marketing

11 Towards new thinking for sport marketers and practitioners

Case study 11.1: Jacob Tingle and Allison Hawk, Trinity University, USA

Suggested pre-case readings

Conversation 11.1 Professor Jimmy Sanderson, Visiting Professor in Social Media at Arizona State University, USA

Note

12 The future of sport

Case study 12.1: Mike Cooper: Football Club CEO

Task

How does Football Club CEO work?

What do participants do?

Reflections on case study

Case study 12.2: Ben Warren, Somerset County Cricket Club

Case study reflections

Conversation 12.1 Ged Tarpey, Head of US Media and Entertainment Sales at Twitter

Index.

Notes:

Includes bibliographical references and index.

Description based on print version record.

ISBN:

1-315-20407-X

1-351-78992-9

9781315204079

OCLC:

1198249423