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.

Sport Brands and Consumers

Sport Brands and Consumers

Sport Brands and Consumers
Dana Ellis

Sport has the power to move us, to transport us, to take our emotions up and down in a matter of moments, it can incite deep love and deep loathing and for many millions of fans it is always more than a game. The potential for an impassioned and powerful connection between sport and its consumers makes it one of the most interesting contexts in which to examine the concept of brands. Sport brands possess a power like few others to resonate with consumers and build the long-term loyalty that is key to achieving success. It is estimated that the size of the global sport industry in 2015 was $1.5 trillion (USD) (Plunkett Research Ltd., 2015). ...

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