PART ONE - The Foundation of Sports Marketing

1 Introduction to Sports Marketing

2 The Four Domains of Sports Marketing

PART TWO - Marketing Though Sports

3 Marketing Through Sports Using Mainstream Strategies

4 Introduction to Sponsorship: Concepts, Objectives and Components

5 Sponsorship Foundation: Developing and Selling the Proposal

6 Pre-Event Evaluation: The Assessment of Sponsorship Opportunities

7 Leveraging: Activation of the Sponsorship

8 Ambush Marketing

9 Postevent Evaluation: Identifying Success and Failure

10 Venue Naming Rights

11 Endorsements

12 Licensing

PART THREE - The Marketing of Sports

13 Segmentation of the Sports Market

14 Product Decisions in Sports Marketing

15 Distribution Decisions and Facilities Management in Sports Marketing

16 Developing a Promotional Strategy for the Marketing of Sports Products

17 Pricing Decisions in Sports Marketing

PART FOUR - Emerging Issues in Sports Marketing

18 Relationship Marketing in the Business of Sports

19 The Role of Technology in Sports Marketing

20 Controversial Issues in Sports Marketing