Routledge Handbook of Sports Marketing

Showcasing the latest thinking and research in sport marketing from around the world, this book goes further than any other in exploring the full range of this exciting discipline. Featuring contributions from world-leading scholars and practitioners from 14 countries, it examines theories, concepts, issues and best practice across six thematic sections, covering brands, sponsorship, ambush marketing, fans and spectators, media, and ethics and development. With key topics such as consumer behaviour, marketing communications, strategic marketing and international marketing featured throughout, this is essential reading for any student, scholar or practitioner working in sport marketing.