The SAGE Handbook of Sport Management draws together the best current research on the major topics relevant to the field of sports management, including leadership, gender, diversity, development, policy, tourism, and media. Edited by two of the most respected figures in the field, the handbook includes contributions from leading sport management academics from Australia, Canada, New Zealand, USA, the UK and Europe. The key themes and debates of sport management are organized across three sections: sport management fundamentals and key concepts sport management challenges and issues sport management futures.
In a sporting world dominated by branding and business, a comprehensive knowledge of sport marketing constitutes an essential component in a sport manager's suite of professional capacities. Success means being able to best position a club, player, code or event in a highly competitive market. Failure means struggling with brand anonymity and fan disdain or disinterest. This chapter examines the marketing of sporting organisations, sport leagues and codes, players and athletes, sporting equipment and merchandise, and sporting events. The chapter is divided into three parts. The first part presents an overview of the key concepts of sport marketing in order to equip the reader with a sound understanding of its foundational elements, including sport markets, sport consumers, and ...