This concise and thought-provoking book examines the myths and realities surrounding the wider value of sport. It asks a fundamental question: what is it about sport that leads to grand claims about its supposed capacity to do so many good things for society?.

"In a sporting world dominated by media and money, an understanding of sport branding is an essential skill for any sport manager. Success means being able to 'brand'-and therefore differentiate-a sport club, player, code or event in a highly competitive entertainment market. For anyone seeking...