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Providing a different type of vehicle for communicating with consumers that does not necessarily follow all of the rules of other types of marketing communication, sports marketing is one of the fastest growing areas of marketing communication. The purpose of this book is to advance understanding in ...

Providing a different type of vehicle for communicating with consumers that does not necessarily follow all of the rules of other types of marketing communication, sports marketing is one of the fastest growing areas of marketing communication. The purpose of this book is to advance understanding in this area. It presents chapters that deal with topics in sports marketing in a scholarly and comprehensive way, covering major topics of discussion in sports marketing and the psychology of communication. Several new, innovative topics are introduced, such as SportNEST and consumption communities, and many classic topics are brought up to date, including sponsorship, ambush marketing, identification, endorsements, basking in reflected glory, and licensing. Many of the topics that seem to center around sports show up as well, such as sneakers, ethics, risky behavior, and even investments. Utilizing a psychological approach to understanding sports marketing, first-rate authors discuss the most important topics. The book covers all major topics of sports marketing, including: sponsorship from several different perspectives-the major force in sports marketing; ambush marketing-how non-sponsors seek to reap the benefits without paying the price; and licensing-using the sale of items, such as t-shirts to increase profit and marketing.

Increasing numbers of professional teams and athletes look for assistance with the psychological factors of their performance, and there exists a growing body of professional sport psychologists ready to provide support. Despite this, it seems at times there remains a significant gap between the ...

Increasing numbers of professional teams and athletes look for assistance with the psychological factors of their performance, and there exists a growing body of professional sport psychologists ready to provide support. Despite this, it seems at times there remains a significant gap between the real needs of sport performers and what is delivered by traditional sport psychology. The existential approach described by Mark Nesti offers a radical alternative to the cognitive and cognitive-behavioural approaches that have dominated sport psychology, and represents the first systematic attempt to apply existential psychological theory and phenomenological method to sport psychology. This much-needed alternative framework for the discipline of applied sport psychology connects to many of the real and most significant challenges faced by sports performers during their careers and beyond. Existential Psychology and Sport outlines an approach that can be used to add something of depth, substance and academic rigour to sport psychology in applied settings beyond the confines of MST and good listening skills.