Sports marketing (1999)

This book offers concepts in sports marketing with applications to today’s world of sports. This contemporary text illustrates the complex and diverse nature of sports marketing through a wide range of innovative materials including the video, ‘Sports Marketing at Showtime’. This video explores concepts and perspectives in sports marketing as well as its historical roots. It portrays the consumer-supplier relationship model, with Showtime as both a corporate consumer and producer, through actual examples of Showtime’s boxing events. These events also highlight the four elements of the marketing mix – product, price, promotion, and distribution – while illustrating the various financial and technical risks. In adition, a global perspective offers an international view of sports marketing and includes discussions regarding diplomacy and other special skills.