Description
Book SynopsisSport brands are a central element of modern sport business and a ubiquitous component of contemporary global culture. This groundbreaking book offers a complete analysis of the topic of sport brands from both a marketing management approach (strategy and implementation) and a psycho-sociological approach (consumption and wider society). In doing so it explores both supply and demand sides, offering a complete introduction to the nature, purpose and value of sport brands not found in any other sports marketing text.
The book covers the whole heterogeneity of sport brands, going much further than the sport team and league brands covered in most other books. As well as teams and leagues, the book considers the brands of sports celebrities, events, media, computer games and governing bodies, as well as the ethical, professional and technological âlabel brandsâ associated with sport. Richly illustrated with cases, examples and data, the book explores the tangible and intangible in
Table of Contents
Introduction Chapter 1. The great variety of sport brands Chapter 2. The tangible influence of sport brands Chapter 3. The intangible influence of sport brands Chapter 4. Subcultures, communities and sport brands Chapter 5. The economic and social value of sport brands Chapter 6. Sport brands’ growth strategies Chapter 7. Sport brands’ threats Conclusion
