The Ultimate Guide to Sports Marketing

by Graham, Stedman; Neirotti, Lisa; Goldblatt, Joe

• ISBN13: 9780071361248
• ISBN10: 0071361243
• Edition: 2nd
• Format: Hardcover
• Copyright: 2001-04-11
• Publisher: McGraw-Hill Education

Summary

Sports marketing is heralded as one of the most prestigious, exciting, and popular fields in contemporary marketing. The number of related programs in colleges and universities has exploded, and companies tied with sports marketing handle thousands of avid career hopefuls each year. The Ultimate Guide to Sports Marketing is the first book to go behind the scenes and outline a strategic, integrated approach to effective and innovative sports marketing.Completely revised and repackaged to provide detailed strategies on entering the sports marketing field, acquiring funding, managing event logistics and more, this comprehensive guide covers a wide range of topics including: - Use of the Internet as a sports marketing tool - Negotiations and contracts with sponsors and suppliers- Specifics of licensing deals

Author Biography

Stedman Graham is president of Graham and Associates, a leading sports marketing firm that has played a role in events including the Volvo Tennis Tournament and the NBA Legends Pride Classic. An adjunct professor at Northwestern University's Kellogg Graduate School of Management, Graham is the best-selling author of You Can Make It Happen and Teens Can Make It Happen. He also writes a popular column for Inside Sports.

Lisa Delpy Neirotti, Ph.D., is director of the sports management program at The George Washington University. Dr. Neirotti consults with corporate sponsors and sports commissions around the world and is a frequent contributor to academic and industry publications.

Joe Jeff Goldblatt is director of the event management program at The George Washington University. The author of Special Events: The Art and Science of Celebration, Goldblatt has produced corporate events for Marriott, Xerox, and dozens of other Fortune 500 companies.

Table of Contents

Part I: The Role and Scope of Sport Events.

Chapter 1: Understanding the Sport Industry, the Players, and Opportunities.

Chapter 2: Critical Planning to Master the Game.

Chapter 3: Designing, Planning, and Controlling Event Logistics.

Chapter 4: Providing Hospitality at Sport Events.

Chapter 5: Negotiations and Contracts.

Chapter 6: Risk Management: Protecting Your Investment.

Chapter 7: Effectively Recruiting and Leveraging a Sport Celebrity.

Chapter 8: Event Marketing.

Part II: Practical Methods for Achieving Success.

Chapter 9: Financing Sports Events.

Chapter 10: Licensing Agreements and Merchandising.

Chapter 11: The Ins and Outs of Sport Events.

Chapter 12: Sports Tourism: An Economic Catalyst for Cities.

Chapter 13: Charitable Events.

Chapter 14: Closing Ceremonies: Advice to New Sport Event Management and Marketing Professionals.

Part III: Appendices:

1: Sample Agreements.

2: Useful Resources.