Contemporary Issues in Sports Marketing

Argyro Elisavet Manoli (University of Bergamo, Italy)

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English

Routledge
12 February 2025

Sales & marketing; Distributive industries; Olympic games; Football (Soccer, Association football)

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.

Edited by: Argyro Elisavet Manoli (University of Bergamo Italy)
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 246mm, Width: 174mm,
Weight: 412g
ISBN: 9781032968353
ISBN 10: 1032968354
Pages: 126
Publication Date: 12 February 2025
Audience: College/higher education , Primary
Format: Hardback
Publisher's Status: Active

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.