Purpose – The ubiquity of social media provides sport organizations with opportunities to communicate with fans and as a result, potentially strengthen team identification. The purpose of this paper is to contribute to emerging research on the nature of social media use by sport organizations...

Purpose This paper aims to extend the literature on wicked problems in consumer research by exploring athlete and consumer vulnerability in sport and the potential role that social marketing can play in addressing this problem. Design/methodology/approach This paper conceptualises the wicked...

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...

"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...