Book
Contemporary Issues in Sports Marketing
ISBN : 9781032968353
Author : Argyro Elisavet Manoli
Publisher : Routledge
Year : 2025
Language : English
Type : Book
Description : 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.
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