"Now in a fully revised and updated third edition, Introduction to Sport Marketing is a clear, straightforward and concise introduction to the theory and practice of sport marketing, and the only sport marketing textbook you will ever need. Built around a step-by-step framework for developing...

Combining the latest branding research with a diverse range of powerful case examples, this book reveals the cutting edge techniques of value co-creation, personalisation and customer engagement employed by sport’s leading brands. Based on the transferable lessons that emanate from these...

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?.