Sports Marketing: It's Not Just a Game Anymore

Sports Marketing: It's Not Just a Game Anymore

by Phil Schaaf
     
 

In this captivating and easy-to-read book, Phil Schaaf traces the subsidy mechanism of sponsorship and its influence on the presentation and commercialization of sports entertainment. Why do McDonald's, Hanes, and Nike pay huge amounts of money to be associated with sports, and why do they choose celebrity endorsers, or buy in-stadium advertising opportunities? You

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Overview

In this captivating and easy-to-read book, Phil Schaaf traces the subsidy mechanism of sponsorship and its influence on the presentation and commercialization of sports entertainment. Why do McDonald's, Hanes, and Nike pay huge amounts of money to be associated with sports, and why do they choose celebrity endorsers, or buy in-stadium advertising opportunities? You'll feel like you're in the board room where multimillion-dollar decisions are being made by advertising heavy-hitters. For both seasoned fans and casual observers, Sports Marketing proves that "it's not just a game anymore."

Product Details

ISBN-13:
9781573920193
Publisher:
Prometheus Books
Publication date:
10/28/1995
Edition description:
New Edition
Pages:
355
Product dimensions:
6.30(w) x 9.30(h) x 0.97(d)

Table of Contents

Acknowledgments
Introduction
1Defining Sports Marketing
2The Event Triangle
3Big League Sports
4Turning Sporting Events into Sponsorships and Sponsorships into Promotion
5Event Marketing to Scale
6Understanding the Sponsors
7The Media and Broadcast Industry
8Licensing and Merchandising
9Sporting Goods and Lifestyle Marketing
10Endorsements
11Sports Marketing Buyers and Sellers
12Future Issues in Sports Marketing
Notes
Glossary
Name Index

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