Beskrivning
Sales and Revenue Generation in Sport Business, Second Edition, delivers a comprehensive, applied exploration of how sport organizations generate revenue across all major channels, including ticketing, sponsorship, fundraising, media, merchandising, and digital platforms.Each chapter is built around the proven five-step PRO method (prospect, probe, provide, propose, protect), a clear, repeatable sales framework students can immediately apply in real-world scenarios. This method emphasizes actionable skill development and equips students with practical strategies they can apply across settings—professional, collegiate, and amateur sport.This edition has been modernized to reflect the rapidly evolving sport industry, with a strong emphasis on digital transformation; post-COVID adaptations; name, image, and likeness (NIL) deals; and emerging revenue opportunities. In addition to an all-new full-color design, this edition includes the following updates:Significant expansions to the PRO method framework, with the inclusion of current industry data, modern sales technology (including AI and CRM tools), and realistic activities and role-playExpanded coverage of diverse revenue generation channels, including ticketing, streaming, fundraising, merchandising, social media, and digital channelsReal-world examples, case studies, and industry-based learning activities throughout the text, translating theory into practiceSupplemental online materials—including video introductions to each chapter, interactive scenarios, and sales script templates—to provide students with practical tools and actionable sales guidanceInsight into future trends in revenue generation, exploring sport betting, NIL policy, global industry growth, and emerging technologies such as artificial intelligence (AI), virtual reality (VR), and biometric dataThis text ensures students are working with the most current, comprehensive, and real-world-focused content on sport sales and revenue generation. Dedicated sidebars discussing the differences between B2B and B2C sales, and how to approach each, provide students with a well-rounded understanding of sales, allowing them to better prepare for any sales career path in the sport industry.Sales and Revenue Generation in Sport Business, Second Edition, is designed to give students the practical knowledge they need to understand the sales process and how to successfully apply the PRO method of sales across each revenue stream. Armed with this foundational knowledge, they will be better prepared to begin and succeed in a career in sport business.Note: A URL to access the online materials is included in this print book.
Mer om författaren
David J. Shonk, PhD, is the director of the Hart School of Hospitality, Sport & Recreation Management at James Madison University, where he also serves as a professor of sport and recreation management in both the graduate and undergraduate programs. He previously taught sport sales and marketing and integrated applied learning strategies such as sales role-play and calling programs into his courses. He brings extensive industry experience to his teaching and writing, having served as a marketing director for minor league affiliates of the Pittsburgh Pirates and Colorado Rockies—where he worked in ticket sales, promotions, and concessions—as well as a development director in the nonprofit sector, with responsibilities in fundraising and event planning. Dr. Shonk is also a past editor of Sport Management Education Journal and coauthor of Managing Sport Events, reflecting his strong academic and professional credentials in sport business and sales education.James F. Weiner, PhD, is an assistant professor of sport management at the University of Tampa, where he teaches courses in sport finance, marketing, sponsorship, and multimedia sales. His background combines scholarly expertise with significant industry experience, including serving as general manager of sales and service at Duke University through IMG Learfield Ticket Solutions, where he oversaw ticket revenue generation and sales strategy, as well as working as a senior account executive who sold season, group, and corporate tickets. His research focuses on the sport sales process and service quality, and he has published in leading sport management journals, positioning him as both a practitioner and thought leader in sport sales education.
