Sports Marketing: It's Not Just a Game Anymore

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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."
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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)

Meet the Author

Phil Schaaf is a consultant based in northern California, and the author of Sports Marketing: It’s Not Just a Game Anymore.
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Table of Contents

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