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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.

In the business of professional league sports, market conditions are the key determinate of the financial success or failure of a team. In the last few years, major league sports has experienced both growth into new markets and relocations of existing teams. Owners and the leagues use demographics ...

In the business of professional league sports, market conditions are the key determinate of the financial success or failure of a team. In the last few years, major league sports has experienced both growth into new markets and relocations of existing teams. Owners and the leagues use demographics, economic data, and governmental support to decide on where and when to expand and relocate. This book examines the sports business from 1950 through 2000. Historical demographic, economic, and team-related data provide the context. The authors apply metropolitan area statistics such as population growth and income, game attendance, and estimated market values to examine the business decisions made by individual teams in professional baseball, football, and basketball.