Routledge Handbook of Sports Marketing

Showcasing the latest thinking and research in sport marketing from around the world, this book goes further than any other in exploring the full range of this exciting discipline. Featuring contributions from world-leading scholars and practitioners from 14 countries, it examines theories, concepts, issues and best practice across six thematic sections, covering brands, sponsorship, ambush marketing, fans and spectators, media, and ethics and development. With key topics such as consumer behaviour, marketing communications, strategic marketing and international marketing featured throughout, this is essential reading for any student, scholar or practitioner working in sport marketing.

Sports marketing has become a cornerstone of successful sports management and business, driving growth in sport organisations and widening fan-bases. Showcasing the latest thinking and research in sports marketing from around the world, the Routledge Handbook of Sports Marketing goes further than any other book in exploring the full range of this exciting discipline.

Featuring contributions from world-leading scholars and practitioners from across the globe, the book examines theories, concepts, issues and best practice across six thematic sections—brands, sponsorship, ambush marketing, fans and spectators, media, and ethics and development—and examines key topics such as:

• consumer behaviour
• marketing communications
• strategic marketing
• international marketing
• experiential marketing
• and marketing and digital media

Comprehensive and authoritative, the Routledge Handbook of Sports Marketing is an essential reference for any student or researcher working in sport marketing, sport management, sport business, sports administration or sport development, and for all practitioners looking to develop their professional knowledge.