Showcasing the latest thinking and research in sport marketing from around the world, this book goes further than any other in exploring the full range of this exciting discipline. Featuring contributions from world-leading scholars and practitioners from 14 countries, it examines theories, concepts, issues and best practice across six thematic sections, covering brands, sponsorship, ambush marketing, fans and spectators, media, and ethics and development. With key topics such as consumer behaviour, marketing communications, strategic marketing and international marketing featured throughout, this is essential reading for any student, scholar or practitioner working in sport marketing.

Editors' Introduction 1. Defining Sport Marketing Section 1: Brands Section Introduction 2. Congruency Effects in Sport Marketing 3. Brand Activation in Sport Organizations 4. The Strategic Building of a Sport Brand 5. Sport and City Branding Section 2: Sponsorship Section Introduction 6. Computing the impact of sponsor signage exposure within sports broadcasts 7. A Data-Driven Approach to Sponsorship Planning 8. Sports Sponsorship Decision Model: A conceptual model proposition 9. Multiple Sponsorship and the Globalization of Sport 10. Celebrity Athlete Endorsers: A Critical Review Section 3: Ambush marketing Section Introduction 11. A theoretical and empirical Overview of Ambush Marketing in Sports 12. Reconceptualising Ambush Marketing 13. Towards Regulation and Restriction of Ambush Marketing Section 4: Customers, Fans and Spectators Section Introduction 14. Relationship Marketing in Sports: Building and establishing longstanding relations in the business of sports 15. Experiential Marketing and Sporting Events 16. Managing Season Ticket Holders 17. Sport marketing professionals' expertise and knowledge on consumer behaviour 18. Classifying Spectators Section 5: Media Section Introduction 19. Sport Marketing and New Media 20. Digital Media and Sport Marketing Section 6: Marketing, Ethics and Development Section Introduction 21. Grassroots sport - Achieving Corporate Social Responsibility through Sponsorship 22. Marketing Sport, Leisure and Recreation Participation 23. Managing Behavior: Organizational and Consumer Perspectives on Athlete Transgressions 24. Marketing Women's Sport: A Global Perspective 25. The role of sport as an agent of social change and marketing performance. Examining the charitable face of Real Madrid 26. The Marketing and Legal Implications of the ATP Event Reorganization Editors' Conclusion