This book explores key and topical issues that are emerging in the field of sport marketing, while calling for further attention to the thriving sports industry.
Marketing was one of the first topics to attract sport academics’ attention, based on its close relationship with revenue generating activities, for example ticket and merchandise sales, and television coverage. Soon after, sport marketing begun to be appreciated no longer as a mere commercial tool, but instead as a wider umbrella of promotional elements that encapsulates aspects such as commercial sponsorship, advertising and publicity, while centring on the fans and the engagement with them. Recent developments in technology, such as the creation and adoption of new and social media have also attracted sport marketing’s attention, with ample literature exploring this new hybrid element of the marketing communication mix and how it is utilized within the sport ecosystem.
This book will be relevant to scholars, practitioners, and students interested in the evolving strategies of sport marketing and the impact of technological advancements on fan engagement and industry practices.
The chapters in this book were originally published as a special issue of Journal of Strategic Marketing.
Sport marketing’s past, present and future: An introduction to contemporary issues in sports marketing
Argyro Elisavet Manoli
1. Brand consistency and coherency at the London 2012 Olympic Games
James Andrew Kenyon, Argyro Elisavet Manoli and Guillaume Bodet
2. Sponsorship programmes and corruption in sport: management responses to a growing threat
Samantha Roberts, Simon Chadwick and Christos Anagnostopoulos
3. Social media and sports: driving fan engagement with football clubs on Facebook
Leonor Vale and Teresa Fernandes
4. There goes my hero again: sport scandal frequency and social identity driven response
Sarah J. Kelly, Clinton S. Weeks and P. Monica Chien
5. Exploring value co-creation in Fan Fests: the role of fans
Dimitrios Kolyperas and Leigh Sparks
6. The influence of sport sponsorship on brand equity and purchase behavior
Charitomeni Tsordia, Dimitra Papadimitriou and Petros Parganas
7. Role of the stadium in the value enhancement process of a rugby union match
Jérôme Boissel, Véronique des Garets and Véronique Plichon
Biography
Argyro Elisavet Manoli is Associate Professor of Marketing and Management in Bergamo University. Following a career as a sports marketeer, she began her academic career in the UK. Her research interests focus on two broad areas, marketing communications management and integrity management in the context of sport.
