Sport Marketing

Windy Dees, PhD, is an associate professor of sport administration in the School of Education and Human Development at the University of Miami. Her research expertise is in corporate sponsorship effectiveness and event marketing strategies, and how sport organizations can use these forms of marketing communication to enhance live events and generate revenue. Dees research has examined a multitude of variables, including brand awareness, brand and event personality, image transfer, sponsorship effectiveness, purchase behaviors, and a multitude of event marketing and management factors. Her research has been published in Sport Marketing Quarterly, International Journal of Sport Management, International Journal of Sports Marketing and Sponsorship, Journal of Sponsorship, and Sport Management Education Journal. Dees serves as the graduate program director for sport administration at the University of Miami. She has served as president of the Sport Marketing Association, executive editor of the Global Sport Business Journal, editorial board member for Sport Marketing Quarterly, and guest reviewer for many other sport management academic journals. Prior to entering academia, she was an account executive for Synergy Sports Marketing in Orlando, Florida, selling and servicing corporate sponsorships in professional golf. Dees earned her bachelors degree in psychology and communications from Rollins College in Winter Park, Florida; her masters degree in exercise and sport sciences from the University of Florida in Gainesville, Florida; and her doctorate in sport management from Texas A&M University in College Station, Texas. She is frequently invited to be a sport business expert in publications such as Forbes, Bleacher Report, Variety, and Dallas Morning News and has been a guest on ESPN Radio. Patrick Walsh, PhD, is an associate professor of sport management in the David B. Falk College of Sport and Human Dynamics at Syracuse University. He previously held faculty positions at Indiana University and the University of Miami. His research focuses on the brand management practices of sport organizations and how they can best harness the power of their brand to further their business objectives. He has examined topics such as the effectiveness of brand extensions in sports, the rebranding of sport organizations, and the use of new media forumsspecifically sport video games and social media outletsas marketing and branding tools. His research has been published in journals such as Sport Marketing Quarterly, Journal of Sport Management, Sport Management Review, International Journal of Sports Marketing and Sponsorship, and Journal of Consumer Marketing. Walsh has also served on the editorial boards of Sport Marketing Quarterly, International Journal of Sport Management, and Journal of Global Sport Management, and he was an executive board member of the Sport Marketing Association. In 2016, he was named a research fellow of the Sport Marketing Association, which honors individual accomplishments and excellence in sport marketing research. Prior to entering academia, Walsh worked in marketing with the National Football Leagues Buffalo Bills and was an associate with Velocity Sports and Entertainment (now MKTG), where he developed and executed strategic marketing plans for a number of todays top sponsors of professional and collegiate sport properties. Walsh earned a bachelors degree in marketing and entrepreneurship and emerging enterprises from Syracuse University, a masters degree in sport administration from Canisius College, and a doctorate in kinesiology with an emphasis in sport management from the University of Minnesota. Chad McEvoy, EdD, is vice provost for faculty affairs at Northern Illinois University, having previously served as a faculty member at Illinois State University and Syracuse University. McEvoy previously served as chair of the department of kinesiology and physical education at

Chapter 1. The Special Nature of Sport Marketing Sport Marketing Then and Now The Sport Industry Sport Marketing Defined Marketing Myopia in Sport Uniqueness of Sport Marketing Wrap-Up Chapter 2. Strategic Marketing Management Marketing Planning Process Strategic Step 1: Develop Vision, Mission, and Values Strategic Step 2: Develop Strategic Goals and Objectives Strategic Step 3: Develop a Ticket Marketing, Sales, and Service Plan Strategic Step 4: Integrate the Marketing Plan Into a Broader, Strategic Resource Allocation Strategic Step 5: Control and Evaluate Implementation of the Plan Eight-Point Ticket Marketing, Sales, and Service Plan Model Marketing Models Wrap-Up Chapter 3. Understanding the Sport Consumer Socialization, Involvement, and Commitment External Factors Internal Factors Responses Wrap-Up Chapter 4. Market Research and Analytics in the Sport Industry Sources of Information Users of Market Research in Sport and Entertainment Application of Market Research in the Sport Industry Performing the Right Research Data Analytics Wrap-Up Chapter 5. Market Segmentation and Target Marketing What Is Market Segmentation? Four Bases of Segmentation Target Marketing Wrap-Up Chapter 6. The Sport Product What Is the Sport Product? The Sport Product: Its Core and Extensions Key Issues in Sport Product Strategy Wrap-Up Chapter 7. Managing Sport Brands What Is Branding? Importance of Brand Equity Benefits of Brand Equity How Brand Equity Is Developed Leveraging Brand Equity Identifying and Measuring Your Brand Protecting the Brand Additional Brand Management Considerations Wrap-Up Chapter 8. Promotion and Paid Media Promotion: The Driver to Sales Paid Media Advertising Media for Sport Promotional Concepts and Practices Promotional Components Ultimate Goal of Sport Marketing: Get and Keep Consumers in the Frequency Elevator Putting It All Together: An Integrated Promotional Model Wrap-Up Chapter 9. Public Relations What Is Public Relations? Public Relations in the Sport Marketing Mix Sport Public Relations and Content Creation in the Digital and Social Media Age Public Relations, Advocacy, and the Art of Influencing Public Opinion Sport, Television, and Entertainment Influence on Sport Public Relations Wrap-Up Chapter 10. Sponsorship, Corporate Partnerships, and the Role of Activation What Is Sponsorship? Sponsorship in the Marketing Mix Growth of Sponsorship What Does Sport Sponsorship Have to Offer? Corporate Objectives Athlete Endorsement Sponsor Activation Selling Sponsorships Ethical Issues in Sponsorship Wrap-Up Chapter 11. Social Media in Sports What Is Social Media? Social Media and the Marketing Mix Building an Audience Engaging Fans Social Media Platforms Leveraging Players and Talent Wrap-Up Chapter 12. Sales and Service Relationship Between Media, Sponsors, and Fans and the Sales Process What Is Sales? Database Sport Marketing and Sales Typical Sales Approaches Used in Sport Pricing Basics Secondary Ticket Market Customer Lifetime Value, Service, and Retention Wrap-Up Chapter 13. Delivering and Distributing Core Products and Extensions Placing Core Products and Their Extensions Theory of Sport and Place Facility Marketing Channels Product-Place Matrix Wrap-Up Chapter 14. Legal Aspects of Sport Marketing Intellectual Property Trademark Infringement Copyright Law and Sport Marketing Patents Sport Marketing Communications Issues Ambush Marketing Right of Publicity and Invasion of Privacy Contractual Issues Involving Consumers Promotion Law Issues Emerging Issues Wrap-Up Chapter 15. The Evolving Nature of Sport Marketing Cross-Effects Among the Five Ps Controlling the Marketing Function The Shape of Things to Come Wrap-Up