Constantino Stavros is Associate Professor of Marketing at RMIT University, Australia. He is one of Australia’s leading media commentators on marketing and branding matters. His research interests lie predominantly at the intersection of consumption and communication.Aaron C.T. Smith is Professor of Sport Business at the Institute for Sport Business, Loughborough University in the UK. His research investigates psychological, organisational and policy change in sport, business, health, religion, technology, and society.

• Introduction: The Sport of Branding 1. Understanding sport brands 2. Building sport brands 3. Mobilising sport brands 4. Leveraging sport brands 5. Reinventing sport brands Index

Constantino Stavros is Associate Professor of Marketing at RMIT University, Australia. He is one of Australia’s leading media commentators on marketing and branding matters. His research interests lie predominantly at the intersection of consumption and communication.Aaron C.T. Smith is Professor of Sport Business at the Institute for Sport Business, Loughborough University in the UK. His research investigates psychological, organisational and policy change in sport, business, health, religion, technology, and society.

• Introduction: The Sport of Branding 1. Understanding sport brands 2. Building sport brands 3. Mobilising sport brands 4. Leveraging sport brands 5. Reinventing sport brands Index

Constantino Stavros is Associate Professor of Marketing at RMIT University, Australia. He is one of Australia’s leading media commentators on marketing and branding matters. His research interests lie predominantly at the intersection of consumption and communication.Aaron C.T. Smith is Professor of Sport Business at the Institute for Sport Business, Loughborough University in the UK. His research investigates psychological, organisational and policy change in sport, business, health, religion, technology, and society.

• Introduction: The Sport of Branding 1. Understanding sport brands 2. Building sport brands 3. Mobilising sport brands 4. Leveraging sport brands 5. Reinventing sport brands Index