Sports Marketing

Format:

Book

Author/Creator:

Richards, Jessica, author.

Language:

English

Subjects (All):

Business--Textbooks.

Business.

Marketing--Textbooks.

Marketing.

Physical Description:

1 online resource

Place of Publication:

[Place of publication not identified] Western Sydney University 2024.

Language Note:

In English.

Summary:

Sports marketing refers to promoting goods and services through sporting events and the endorsement of athletes and sports teams. For any sports organisation, it is imperative to have an effective sports marketing strategy in place to build brand awareness, enhance customer loyalty and generate revenue. Companies in sports use marketing strategies to fulfil their goals, such as attracting more junior players, involving parents, increasing the company's public profile, entertaining spectators, acquiring sponsorships, and securing broadcasting rights deals. This book has been written for sports management students at Western Sydney University for the subject Sports Marketing (BUSM2048) where they will learn general marketing knowledge and theories relevant to the sports industry, such as sponsorship, endorsements, customer experience, pricing and operations. This activity is aligned with SDG4 – Quality Education.

Contents:

Introduction

Acknowledgment of Country

From inception to publication: A heartfelt thank you to the team

Meet The Author

The unique nature of sport marketing

Understanding the sport consumer

Selling an experience: marketing intangible objects

The marketing plan

Market segmentation and target marketing in sport

Market research in the sport industry

Sports marketing in an omnichannel world

Managing a sports brand

Promotion and customer service

Corporate sponsorship and memberships

Community and stakeholders

Introducing the "Sports Marketing Mix"

Appendix

Notes:

Description based on print resource