Sales and Revenue Generation in Sport Business

David Shonk, PhD, is a professor in sport and recreation management at James Madison University, where he has taught courses on sales and marketing. In these courses, he has implemented a calling program for students and sales role-playing.Shonk served as a marketing director for a Pittsburgh Pirates and Colorado Rockies professional baseball affiliate, where he was vitally involved in direct sales, marketing and promotion, telemarketing, ticketing, and concessions management. He has prior experience as a development director in the nonprofit sector, where he was involved in sales, fundraising and event planning.Shonk is the editor of Sport Management Education Journal and a coauthor of Managing Sport Events.James Weiner, PhD, is an assistant professor in sport management at the University of Tampa, where he teaches classes in sport finance, sport marketing, and several contemporary issues, including sport sponsorship and multimedia sales. Weiner actively researches the sales process itself, including publications centered around sport sales classes in higher education, and his dissertation targeted several elements of service quality among box office sales representatives in college athletics.Prior to entering academia, Weiner served as the general manager of sales and service for Duke University as an employee of IMG Learfield Ticket Solutions, an organization that offers ticket revenue generation solutions for college athletics departments. He also has prior experience as a senior account executive and has been responsible for selling single, group, season, and corporate tickets in the college athletics landscape.Weiner has been published in several journals, including Sport Management Education Journal.

• Chapter 1. Introduction to Sales and Revenue Generation in Sport Business“You Sell, You Stay”: The Importance of Generating RevenueRevenue-Generating Jobs in SportPreparing for a Sales Job in the Sport IndustryB2B Versus B2C SalesInventory in Sport: You Can Monetize Almost AnythingCharacteristics of Effective Salespeople, or Revenue GeneratorsSummaryApplied Learning ActivitiesCase StudyChapter 2. The Revenue Generation Process: Selling With the PRO MethodSelling in the Sport IndustryThe Sport Sales Process and the PRO Method Step 1: PROspect for Qualified CustomersStep 2: PRObe for Information With Open-Ended QuestionsStep 3: PROvide Solutions for the Customer’s NeedsStep 4: PROpose an OfferStep 5: PROtect the Relationship With Continuing Customer Service SummaryApplied Learning ActivitiesCase StudyChapter 3. Ticket Sales for Revenue GenerationBackground of Ticket Sales for Revenue GenerationFoundation of Ticket Sales for Revenue GenerationSelling Tickets With the PRO MethodFuture of Ticket Sales for Revenue GenerationSummaryApplied Learning ActivitiesCase StudyChapter 4. Broadcasting and Multimedia RevenuesBroadcasting and TV Viewership of Sport EventsPRO Method Sales in the Digital AgeSummaryApplied Learning ActivitiesCase StudyChapter 5. Sponsorship Sales and RevenuesSponsorship DefinedEconomics of Sponsorship in SportSponsorship PlatformsSponsorship Activation and FulfillmentSponsorship Programs and ProposalsApplying the PRO Method to Sponsorship SalesSummaryApplied Learning ActivitiesCase StudyChapter 6. Corporate and Foundation RevenuesCorporate Social ResponsibilityCorporate GivingPhilanthropic FoundationsApplying the PRO Method to Corporate and Foundation FundraisingSummaryApplied Learning ActivitiesCase StudyChapter 7. Fundraising and Development in SportEthical Considerations in DevelopmentTypes of GivingModels of Fundraising in Various Types of Sport OrganizationsApplying the PRO Method to Development and FundraisingSummaryApplied Learning ActivitiesCase StudyChapter 8. Grant Writing in SportUnderstanding GrantsSteps in Writing the Grant ProposalWriting and Submitting the ProposalSummaryApplied Learning ActivitiesCase StudyChapter 9. Food and Beverage, Hospitality, Tourism, and Merchandising RevenuesFood and Beverage Sales and RevenuesSport Tourism Sales and RevenuesHospitality Sales and RevenuesMerchandising and Licensing Sales and RevenuesApplying the PRO Method to Food and Beverage, Hospitality, Tourism, and Merchandising SummaryApplied Learning ActivitiesCase StudyChapter 10. Social Media for Revenue GenerationGrowth of Social Media in SportSocial Media Platforms in SportSelling Sport Versus Selling Through Sport Using Social MediaUsing the PRO Method for Social Media Revenue GenerationMeasuring Success: Impressions, Engagements, and RatiosSocial Media NetiquetteSummaryApplied Learning ActivitiesCase StudyChapter 11. Sales Force ManagementSalesforce Management and Human ResourcesSales and MotivationApplying Motivational Theories to SalesLeading the Sales ForceSummaryApplied Learning ActivitiesCase StudyChapter 12. Future Trends in Revenue GenerationDo You Want to Work in the Sport Industry?The Pro Method Moving ForwardNew Revenue TrendsCrisis ManagementSummaryApplied Learning ActivitiesCase Study