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Sports Marketing
5th edition

Now in a fully revised and updated 5th edition, Sports Marketing: A Strategic Perspective
is the most authoritative, comprehensive and engaging introduction to sports marketing
currently available. It is the only introductory textbook to adopt a strategic approach,
explaining clearly how every element of the marketing process should be designed and
managed, from goal-setting and planning to implementation and control.
Covering all the key topics in the sports marketing curriculum, including consumer
behavior, market research, promotions, products, pricing, sponsorship, business ethics,
technology and e-marketing, the book introduces core theory and concepts, explains best
practice, and surveys the rapidly-changing, international sports business environment.
Every chapter contains extensive real-world case studies and biographies of key industry
figures and challenging review exercises which encourage the reader to reflect critically
on their own knowledge and professional practice. The book’s companion website offers
additional resources for instructors and students, including an instructors’ guide, test bank,
presentation slides and useful weblinks.
Sports Marketing: A Strategic Perspective is an essential foundation for any sports
marketing or sports business course, and an invaluable reference for any sports marketing
practitioner looking to improve their professional practice.
Ancillary materials are available online at www.routledge.com/cw/shank.
Matthew D. Shank is a Professor of Marketing and took office in July 2011 as the
President of Marymount University in Arlington, Virginia, USA. Prior to Marymount, he
served as Dean of the University of Dayton School of Business Administration. He came
to UD from the College of Business at Northern Kentucky University, where he spent
seventeen years as a faculty member and chair of the Department of Management and
Marketing. Prior to his tenure at NKU, Shank spent a year as a visiting professor at the
University of Mississippi and two years as a marketing research manager with Maritz
Inc. In 2003–04, he was an American Council for Education (ACE) Fellow at Vanderbilt
University. Shank’s teaching and research interests include consumer behavior, marketing
research and sports marketing. He recently served as editor of Sport Marketing Quarterly
and has published in numerous journals and conference proceedings.
Mark R. Lyberger is an Associate Professor at Kent State University in the United States,
where he serves as the undergraduate coordinator of Sport Administration and graduate
coordinator of Sport & Recreation Management. His research interests have focused
on consumer consumption behavior, sponsorship, marketing, marketing analytics, and
leadership. He currently serves as the Editor of The Journal of Sport, has published and
reviewed in numerous journals, and presented his works both nationally and internationally.
In addition, Lyberger resides on the board of a number of non-profit and for profit
organizations and currently serves as the Director for the Center of Sport, Recreation,
& Tourism Development. He has worked collaboratively with a variety of community,
educational and business organizations to enhance market and leadership development
and to conduct market, market analytics, consumer behavior and facility usage/impact
feasibility studies.
This page intentionally left blank
Sports Marketing
A Strategic Perspective
5th edition

Matthew D. Shank and Mark R. Lyberger

First published 2015
by Routledge
2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN

and by Routledge
711 Third Avenue, New York, NY 10017

Routledge is an imprint of the Taylor & Francis Group, an

informa business

© 2015 Matthew D. Shank and Mark R. Lyberger

The right of Matthew D. Shank and Mark R. Lyberger to be

identified as the authors of this work has been asserted by
them in accordance with sections 77 and 78 of the Copyright,
Designs and Patents Act 1988.

All rights reserved. No part of this book may be reprinted

or reproduced or utilised in any form or by any electronic,
mechanical, or other means, now known or hereafter
invented, including photocopying and recording, or in any
information storage or retrieval system, without permission in
writing from the publishers.

Trademark notice: Product or corporate names may be

trademarks or registered trademarks, and are used only for
identification and explanation without intent to infringe.

British Library Cataloguing-in-Publication Data

A catalogue record for this book is available from the British
Library

Library of Congress Cataloging-in-Publication Data

Shank, Matthew D.
Sports marketing : a strategic perspective / Matthew D.
Shank, Mark R. Lyberger. -- Fifth edition. pages cm
Includes bibliographical references and index.

1. Sports--United States--Marketing. 2. Sports--Economic

aspects--United States. I. Lyberger, Mark R. II. Title.
GV716.S42 2014
796.068’8--dc23
2014020521

ISBN: 978-1-138-01595-1 (hbk)

ISBN: 978-1-138-01596-8 (pbk)
ISBN: 978-1-315-79408-2 (ebk)

Typeset in Univers LT by
Servis Filmsetting Ltd, Stockport, Cheshire

Additional materials are available on the companion website at www.routledge.co.uk/cw/shank

Shank: To Robert Ilseman and Donald Welling, for their dedication to youth sports
Lyberger: To all those who have supported my sporting endeavors, foremost, my
father, wife, son and daughter
This page intentionally left blank
 Brief Contents
Preface xix
Acronyms xxvi
List of figures and tables xxviii

PART I: CONTINGENCY FRAMEWORK FOR STRATEGIC SPORTS

MARKETING
Chapter 1 Emergence of sports marketing 3
Chapter 2 Contingency framework for strategic sports
marketing 46

PART II: PLANNING FOR MARKET SELECTION DECISIONS

Chapter 3 Research tools for understanding sports consumers 93
Chapter 4 Understanding participants as consumers 134
Chapter 5 Understanding spectators as consumers 175
Chapter 6 Segmentation, targeting, and positioning 209

PART III: PLANNING THE SPORTS MARKETING MIX

Chapter 7 Sports product concepts 261
Chapter 8 Managing sports products 302
Chapter 9 Promotion concepts 343
Chapter 10 Promotion mix elements 375
Chapter 11 Sponsorship programs 432
Chapter 12 Pricing concepts and strategies 497

PART IV: IMPLEMENTING AND CONTROLLING THE STRATEGIC SPORTS

MARKETING PROCESS
Chapter 13 Implementing and controlling the strategic sports
marketing process 541

Appendix A: Career opportunities in sports marketing 591

Appendix B: Some sports marketing sites of interest on the Internet 603
Glossary 607
Illustration credits 625
Index 650

vii
 Contents
Preface xix
Acronyms xxvi
List of figures and tables xxviii

PART I: CONTINGENCY FRAMEWORK FOR STRATEGIC SPORTS

MARKETING

CHAPTER 1 Emergence of sports marketing 3

What is sports marketing? 5
Understanding the sports industry 6
Historical development of sports marketing in (North) America 6
Sport as entertainment 10
A marketing orientation 11
Growth of the sports industry 12
The structure of the sports industry 17
The consumers of sport 18
The sports product 22
Career spotlight: Chris Ferris 23
Different types of sports products 24
The multidimensional nature of the sports product 31
Producers and intermediaries 32
Sports marketing hall of fame: Mark McCormack 35
Basic marketing principles and processes applied to sport 36
The sports marketing mix 36
The exchange process 37
The strategic sports marketing process 39
Girls get their game on – with great gear: sports teams
cater to women fans with new lines of feminine fashion 39

Summary 40
Key terms 42
Review questions 42
Exercises 42
Internet exercises 43
viii Endnotes 43
 Contents
CHAPTER 2 Contingency framework for strategic sports marketing 46
NBA Releases 2011–2012 Regular Season Schedule 47
Contingency framework for strategic sports marketing 50
Contingency approaches 50
Internal and external contingencies 53
Internal contingencies 53
Vision and mission 54
Organizational objectives and marketing goals 55
Organizational strategies 57
Organizational culture 62
External contingencies 63
Competition 63
Technology 64
On the industry’s radar 66
Cultural and social trends 72
Physical environment 74
Political, legal, and regulatory environment 75
Big-time college sports is an out-of control monster 77
Demographics 78
Ethnic studies: MLB forms diversity comittee 80
The economy 81
Monitoring the external contingencies 83
Assessing the internal and external contingencies: SWOT analysis 84

Summary 86
Key terms 87
Review questions 88
Exercises 88
Internet exercises 89
Endnotes 89

PART II: PLANNING FOR MARKET SELECTION DECISIONS

CHAPTER 3 Research tools for understanding sports consumers 93

Marketing research in action: the Gary Southshore RailCats 94
Hitting a home run with the digital generation 96
The marketing research process 99
Defining the problem or opportunity 99
Case study: a sponsorship measurement solution 101
Choosing the research design type 105
Identifying data collection techniques 107
ix
 Contents
Secondary data 108
Primary data 112
Drivers should take a spin online, study shows – sports
business journal 116
Designing data collection instruments 118
Designing the sample 122
Data analysis 124
Preparing a final report 126

Case study: ESPN; survey shows split on racial opportunity 126

Summary 130
Key terms 132
Review questions 132
Exercises 132
Internet exercises 133
Endnotes 133

CHAPTER 4 Understanding participants as consumers 134

Model of participant consumption behavior 137
Participant decision-making process 137
Types of consumer decisions 143
Psychological or internal factors 144
Personality 144
Motivation 146
Perception 151
Learning 153
Attitudes 155
Sociological or external factors 156
Culture 156
Spotlight on international sports marketing: Sport England 157
Social class 160
Reference groups 160
Sports marketing hall of fame: The Babe: Babe Didrikson
Zaharias 162
Family 162
High school sports participation tops 7.6 million, sets record 164
Situational Factors 166
P90X vs. insanity: which is the best for you? 168

Summary 170

x
 Contents
Key terms 171
Review questions 172
Exercises 172
Internet exercises 173
Endnotes 173

CHAPTER 5 Understanding spectators as consumers 175

Factors influencing attendance 180
Fan motivation factors 181
Baseball suffers drop in attendance 184
Sports marketing hall of fame: David Stern 187
Sports wagering 188
Game attractiveness 189
Economic factors 189
Competitive factors 189
Demographic factors 190
Stadium factors 192
Value of sport to the community 197
Career spotlight: Marc Reeves 198
Sports involvement 199
Spotlight on international sports marketing: a comparative
analysis of spectator involvement: United States vs.
United Kingdom 200
Fan identification 201
Summary 203
Key terms 204
Review questions 205
Exercises 205
Internet exercises 206
Endnotes 206

CHAPTER 6 Segmentation, targeting, and positioning 209

Segmentation 210
Bases for segmentation 210
Technical report – Sport England Market Segmentation 211
Generation M2: media in the lives of 8- to 18-year-olds 218
espnW: a brand for female athletes 222
The IWFL and the history of women’s tackle football 225
xi
 Contents
NFL may be hitting stride with female fans 226
Move over Fútbol. The NFL scores big with Latinos 228
Spotlight on international sports marketing: NBA
continues to grow internationally 236
Choosing more than one segment 240
Target markets 241
Evaluation of target markets 242
Positioning 245
Repositioning 248
Baseball continues to assist storm relief efforts 249
Summary 253
Key terms 253
Review questions 254
Exercises 254
Internet exercises 255
Endnotes 256

PART III: PLANNING THE SPORTS MARKETING MIX

CHAPTER 7 Sports product concepts 261

Defining sports products 262
Goods and services as sports products 263
Career Spotlight: Rodger Collins, President Packaged
Beverages, Dr. Pepper Snapple Group 264
Classifying sports products 268
Product characteristics 270
Spotlight on international sports marketing: the 5 worst
athlete-endorsed products of all time 271
Branding 272
Spotlight on sports marketing ethics: NCAA Native
American mascot controversy 274
Miami Marlins attendance reverts to old Sun Life Stadium
levels 278
Sports Marketing Hall of Fame: Phil Knight 282
Licensing 284
Quality 289
Product design 293

Summary 296
xii
 Contents
Key terms 298
Review questions 299
Exercises 299
Internet exercises 299
Endnotes 299

CHAPTER 8 Managing sports products 302

Nike announces new Nike+ FuelBand – measuring movement to
make life a sport 303
New sports products 304
Sports Marketing Hall of Fame: Bill Rasmussen 305
Types of new products 305
Spotlight on Sports Marketing Ethics: college sports have
become too commercialized 308
The new product development process 311
Idea generation 312
Idea screening 312
Analysis of the sports product concept or potential 312
Developing the sports product 313
Test marketing 315
Commercialization 315
New product success factors 315
Product life cycle 317
Introduction 319
Growth 319
Fantasy sports becoming big business as popularity
continues to rise 320
Maturity 327
John McEnroe's bold move to revive US tennis 327
Decline 329
Other life cycle considerations 329
Spotlight on International Sports Marketing: X Games
global expansion continues with TV deals in new host markets,
syndication deals in multiple other countries 333
Diffusion of innovations 336
Types of adopters 337
Summary 338
Key terms 340
Review questions 340
Exercises 340
Internet exercises 341
xiii
 Contents
Endnotes 341

CHAPTER 9 Promotion concepts 343

Communications process 345
Sports Marketing Hall of Fame: Bill Veeck 345
Source 346
Encoding 348
Spotlight on Sports Marketing Ethics: endorsements
remain buyers’ market 349
Message 352
Medium 353
Decoding 354
Spotlight on Sports Marketing Ethics: how impact of
“Tiger Recession” changed athlete marketability 355
Receiver 357
Feedback 357
Noise 358
Promotion planning 359
Target market considerations 359
Push strategy 359
Pull strategy 359
Promotional objectives 360
The hierarchy of effects 360
Establishing promotional budgets 362
Choosing an integrated promotional mix 368
Summary 369
Key terms 371
Review questions 371
Exercises 371
Internet exercises 372
Endnotes 372

CHAPTER 10 Promotion mix elements 375

Advertising 377
Advertising objectives 378
Advertising budgeting 380
Creative decisions 380
Spotlight on Sports Marketing Ethics: Sex sells? Trend
may be changing 383

Spotlight on Sports Marketing Ethics: Lance Armstrong’s

xiv
 Contents
fall from athletic grace doesn’t diminish his greatest
triumph 390
Armstrong faces $200 million salary loss with reputation hit 393
Media strategy 396
Big 4 jersey rights value put at $370M 401
Media scheduling 408
Personal selling 409
Career Spotlight: Kevin Rochlitz, Vice President, National
Partnerships and Sales, Baltimore Ravens 410
The strategic selling process 411
Sales promotions 415
Public relations 421
NBA cares evolving after 5 years of service 424
Summary 427
Key terms 428
Review questions 429
Exercises 429
Internet exercises 429
Endnotes 429

CHAPTER 11 Sponsorship programs 432

Scheuring Speed Sports announces partnership with Ford Motor
Company 433
Growth of sponsorship 433
Cleveland Cavaliers 2013–2014 promotional schedule 437
Adelaide United energised by new sponsorship 440
Designing a sports sponsorship program 441
Understanding why sponsorship continues to grow 442
Sponsorship objectives 448
Awareness 448
Competition 448
London 2012 sponsors and ambush – and the lessons for
Rio 2016 450
Beats by Dre gives headphones to British athletes,
angering IOC 453
Spotlight on Sports Marketing Ethics: BRAZIL: Congress
adopts legislation to curb ambush marketing during 2016
summer Olympics 454

xv
 Contents
Behind the scenes at the 2013 Waste Management Open 461
Lance Armstrong Nike contract terminated 463
Sponsorship budgeting 465
Choosing the sponsorship opportunity 466
Fenton High School looking at boosting corporate
sponsorship of athletics 479
Hot Seahawks add Boeing, Starbucks deals 481
Spotlight on Sports Marketing Ethics – Nike won't drop Penn
State's Paterno, so we should drop Nike 487
Sponsorship implementation and evaluation 488
Career Spotlight: Lesa Ukman and IEG 489
Summary 490
Key terms 492
Review questions 492
Exercises 492
Internet exercises 493
Endnotes 493

CHAPTER 12 Pricing concepts and strategies 497

What is price? 498
Deal to end lockout reached 500
The determinants of pricing 503
Sports Marketing Hall of Fame: Pete Rozelle 504
Internal factors 504
Spotlight on Sports Marketing Ethics: astronomical athlete
salaries: are they worth it? 509
External factors 516
Consumer demand 516
Estimating demand 517
Economy 522
Competition 523
Legal issues 523
The NFL vs. ticket scalpers: Super Bowl edition 524
Technology 524
New Era Tickets uses iovation to keep scalpers and
fraudsters out of the arena 525
Price adjustments 528

xvi
 Contents
Orioles raise season-ticket prices slightly, expand variable-
pricing system 529
Price increases and reductions 530
Price discounts 532
Summary 533
Key terms 534
Review questions 535
Exercises 535
Internet exercises 536
Endnotes 536

PART IV: IMPLEMENTING AND CONTROLLING THE STRATEGIC

SPORTS MARKETING PROCESS

CHAPTER 13 Implementing and controlling the strategic sports

marketing process 541
Dew action sports tour 542
Implementation 543
Busy offseason ahead for Arena Football League: fan take 544
Communication 546
Sports Marketing Hall of Fame: Gary Davidson 550
Staffing and skills 551
Coordination 553
Career Spotlight: Megan Dotson, Director of Marketing,
Greenville Road Warriors (hockey) 554
Rewards 556
Information 558
Creativity 559
The 100 worst things in sports 560
Budgeting 573
Control 574
Planning assumptions control 575
Process control 576
How athletes are fighting for endorsement dollars 577
Contingency control 584
Summary 586
Key terms 587
Review questions 587

xvii
 Contents
Exercises 588
Internet exercises 588
Endnotes 588
Appendix A: Career opportunities in sports marketing 591
Job opportunities in sports marketing 592
Cover letters and resumés 596
Interviewing 598
Where to look for additional information 601
Appendix B: Some sports marketing sites of interest on the Internet 603
Glossary 607
Illustration credits 625
Index 650

xviii
 Preface
Overview
One of the greatest challenges for sports marketers is trying to keep pace with the
ever-changing, fast-paced environment of the sports world. For example, since the
first edition of this text was published in 1999, amazing changes have taken place
and challenges to sports marketers emerge daily. First, costs and valuations have
been rising quickly. For example, Merrill Lynch estimated Qatar will spend over $65
billion to prepare for the 2022 world soccer competition while Brazil’s projected
budget for hosting the World Cup is $13.3 billion and $18 billion for the Olympics, not
counting projected public and private expenditures needed before the competitions.
Furthermore, valuations of sport franchises have skyrocketed, Steve Ballmer’s recent
$2 billion offer for the Los Angeles Clippers, a bid nearly four times that of the last
record sale, underscores the logical tendency and nonchalance in which sports brands
are valued.
Athletes’ salaries continue to escalate; for example, even though the Philadelphia
Phillies have accumulated player salaries that encompass three of the top ten highest
paid players in MLB, $25 million for Ryan Howard and Cliff Lee and $23.5 million
for Cole Hamels, they rank third behind the N.Y. Yankees and L.A. Dodgers in total
team expenditures. For the first time since 1998, the Yankees no longer can claim
baseball’s spending crown, that honor goes to the Dodgers in a runaway – with an
estimated payroll of more than $235 million while the Yankees estimated payroll was
just shy of $204 million.
To offset these costs leagues and teams alike are procuring lucrative television and
media contracts and continue to expand and amend facilities. For example, the NFL
recently secured extension deals with ESPN, CBS and FOX. ESPN recently agreed to
expend $1.9 billion per year for the rights to broadcast Monday Night Football. CBS,
which has aired NFL broadcast since 1956, recently agreed to pay $1 billion per year
for the rights to broadcast the AFC Conference games while Fox Sports agreed to a
$1.1 billion per year expenditure for NFC Conference broadcast starting in 2014. These
expenditures top the SkySport’s agreement, which amounted to €760 million ($1.22
billion) per year for broadcasting the Premier League.
To remain attuned to market demand sport teams are constantly on the lookout for
ways to improve the sporting landscape, often through the use of public subsidies.
Stadium new builds and/or retrofits continue to occur at a rapid pace with escalated
costs. The Sochi Winter Olympics recently became the most expensive Olympics in
history, with an estimated expenditure of $51 billion. The newest US pro stadiums
have cost estimates of $975 million (Minnesota Viking Stadium), $1.15 billion
(Cowboys Stadium) and $1.6 billion (Metlife Stadium). Furthermore, on the collegiate
landscape, college sports organizations continue to build bigger, nicer, state of the art

xix
 Preface
facilities to compete in the “competitive” arms race. Industry experts estimate that
more than $17 billion have been spent on stadium upgrades in the last decade.
Each ticketholder will also pay more to attend the games in these plush new facilities.
Ticket prices continue to increase and to drive the common fan out of the sport arena.
For instance, the average seat price at an NBA game more than doubled from $22.52
in 1991 to $51 in 2014. But this may not be the largest problem in sports, as scandals
emerge daily. For example, Donald Sterling’s racial transgressions, the Penn State
child sexual abuse scandal, Tiger Woods and his marital woes, Rick Pitino’s extortion
trial, the Ohio State football team tattoos-for-memorabilia, and the list goes on and on.
The one constant in this sea of change is the incredible appetite of consumers for
sports. We get sports information on the Webwatch, sports in high definition on
network and cable TV, read about sports in the newspaper and sports magazines,
talk to friends about sports, purchase sports merchandise, participate in sports (both
fantasy and real), and attend sporting events in record numbers. The sports industry
has experienced tremendous growth and is estimated by AT Kearney to be a $480-
$620 billion industry worldwide. Moreover, the sports industry is flourishing around
the globe. The expansion of the sports industry has triggered a number of important
outcomes: more sports-related jobs being created, and more students interested in
careers in the sports industry. As student interest grows, demand for programs in
sports administration and classes in sports marketing have also heightened.
In this book, we will discover the complex and diverse nature of sports marketing.
Moreover, a framework will be presented to help explain and organize the strategic
sports marketing process. Even if you are not a sports enthusiast, you should become
excited about the unique application of marketing principles and processes that pertain
to the sports industry.

Why this book?

Programs and courses in sports marketing have emerged at many universities across
the country. Surprisingly, few sports marketing textbooks exist and not one is written
from a strategic marketing perspective. In the first edition of this book, Dr. Shank
sought to fill this void. The second edition represented an effort to improve the first
edition and capitalize on its strengths. The third edition attempted to continuously
improve the content and focus on the current relevant issues in sports marketing. The
fourth edition provided more focus on the important issues in sports marketing theory
and practice. Our goals for the fifth edition are to provide:
X A framework or conceptual model of the strategic marketing process that can be
applied to the sports industry. The contingency framework is presented as a tool
for organizing the many elements that influence the strategic sports marketing
process and recognizes the unpredictable nature of the sports industry. In addition,
the contingency framework allows us to explore complex relationships between
the elements of sports marketing.
X A more concise and focused approach describing the internet and social media and
their relationship to understanding strategic sports marketing. Advances in internet
and social networking platforms, though constantly changing and often considered
evolutionary, continue to have an impact on organizational strategy. They have
had a dramatic impact on the delivery and use of market strategies. The continued
emergence of social media as a viable platform has generated new and innovative
ways to create dialog and receive feedback, as well as further enhance methods of
xx engaging the consumer.
 Preface
X An appreciation for the growing emphasis on the globalization of sport. As
such, international sport topics are integrated throughout the text, and are also
highlighted in chapters in the “Spotlight on International Sports Marketing.”
X An examination of current research in the area of sports marketing. The study of
sports marketing is still in its relative infancy and academic research of interest
to sports marketers (e.g., sports sponsorships, using athletes as endorsers, and
segmenting the sports market) has grown exponentially since the first edition of
this text. It is important that students learn how academic research is applied to
the “real world” of sports marketing.
X An awareness of the many job opportunities available in the sports industry. The
one common denominator for all sports business students is the desire to secure
their first job after graduation and start their careers. In this edition, we focus on
several successful sports marketers who provide perspective about how and why
they got started in the industry. Also, this edition retains an appendix devoted to
careers in sports marketing.
X A balanced treatment of all aspects of sports marketing at all levels. This book
attempts to capture the diverse and rich nature of sports marketing by covering the
marketing of athletes, teams, leagues, and special events. Although it is tempting
to discuss only “major league” sports because of their intense media coverage,
the book explores different sports (e.g., cricket and women’s football) and various
levels of competition (e.g., collegiate and recreational). Moreover, the book
discusses the activities involved in marketing to participants of sports – another
area of interest to sports marketers.
X An introduction of the concepts and theories unique to sports marketing and
a review of the basic principles of marketing in the context of sports. Even
though many of the terms and core concepts are repetitive, they often take on
different meanings in the context of sports marketing. Consider the term sports
involvement. Although you probably recognize the term product involvement
from your principles of marketing and/or consumer behavior class, what is sports
involvement? Is involvement with sports based on participation or watching
sports? Is involvement with sports deeper and more enduring than it is for other
products that we consume? How can sports marketers apply sports involvement
to develop a strategic marketing plan? As you can see, the core marketing concept
of involvement in the context of sports presents a whole new set of interesting
questions and a more comprehensive understanding of sports marketing.
X Comprehensive coverage of the functions of sports marketing. While some texts
focus on specialized activities in sports marketing, such as sports media, this
book seeks to cover all the relevant issues in designing an integrated marketing
strategy. Extensive treatment is given to understanding consumers as spectators
and participants. In addition to planning the sports marketing mix (product, price,
promotion, and place), we will examine the execution and evaluation of the
planning process.

Ground rules
This text is organized into four distinct but interrelated parts. Each part represents an
important component in the strategic sports marketing process.

xxi
 Preface

Part I: Contingency Framework for Strategic Sports Marketing

In Chapter 1, we introduce sports marketing and illustrate the breadth of the field.
In addition, we will take a look at the unique nature of sports products and the
sports marketing mix. Chapter 2 presents the contingency framework for strategic
sports marketing. This chapter also highlights the impact of the internal and external
contingencies on the strategic sports marketing process. Internal contingencies such
as the sports organization’s mission and organizational culture are considered, as are
external contingencies like competition, the economy, and technology.

Part II: Planning for Market Selection Decisions

Chapter 3 presents an overview of the tools used to understand sports consumers
– both participants and spectators. Each step in the marketing research process is
discussed, illustrating how information can be gathered to aid in strategic decision-
making. In Chapters 4 and 5, respectively, participants and consumers of sport are
studied. Chapter 4 examines the psychological and sociological factors that influence
our participation in sport, while Chapter 5 looks at spectator issues such as fan
motivation. In addition, we will discuss the relationship between the participant
and spectator markets. Chapter 6 explores the market selection decisions of
segmentation, targeting, and positioning in the context of sport.

Part III: Planning the Sports Marketing Mix

Chapters 7 through 12 explain the sports marketing mix, the core of the strategic
marketing process. Chapters 7 and 8 cover sports product issues such as
brand loyalty, licensing, and the new product development process. Chapter
9 introduces the basic promotion concepts, and Chapter 10 gives a detailed
description of the promotion mix elements of advertising, public relations, personal
selling, and sales promotions. Chapter 11, the final chapter on promotion, is devoted
to designing a sports sponsorship program. Chapter 12 tackles the basic concepts
of pricing.

Part IV: Implementing and Controlling the Strategic Sports

Marketing Process
While the previous sections have focused on the planning efforts of the strategic
marketing process, Part IV focuses on the implementation and control phases of
the strategic marketing process. Chapter 13 begins with a discussion of how sports
organizations implement their marketing plans. In this chapter, we see how factors
such as communication, motivation, and budgeting all play a role in executing the
strategic plan. We also examine how sports marketers monitor and evaluate the
strategic plans after they have been implemented. Specifically, three forms of control
(process, planning assumption, and contingency) are considered.

Pedagogical advantages of sports marketing

To help students learn about sports marketing and make this book more enjoyable
to read, the following features have been retained from previous editions of Sports
Marketing: A Strategic Perspective.

xxii
 Preface
X Text organized and written around the contingency framework for strategic sports
marketing
X Chapters incorporating global issues in sport and how they affect sports marketing
X Sports Marketing Hall of Fame boxes featuring pioneers in the field integrated
throughout the text
X Text incorporating up-to-date research in the field of sports marketing
X Internet exercises at the end of each chapter
X Experiential exercises at the end of each chapter that ask you to apply the basic
sports marketing concepts and perform mini-research projects
X Vignettes throughout the text to illustrate core concepts and make the material
come to life
X Detailed glossary of sports marketing terms
X Use of ads, internet screen captures, and photos to illustrate core concepts of
sports marketing
X Appendix describing careers in sports marketing
X Appendix presenting Internet addresses of interest to sports marketers

Enhancements to the fifth edition

While we have attempted to retain the strengths of the previous editions of Sports
Marketing: A Strategic Perspective, we also hoped to improve the fifth edition
based on the comments of reviewers, faculty who adopted the text, and most
importantly, students who have used the book. This edition includes the following
features:
X Up-to-date examples illustrate the core sports marketing concepts in the text. As
mentioned previously, the sports industry is rapidly changing and nearly 80 percent
of the examples introduced in the previous editions are now obsolete. It was our
goal to find new, relevant examples to illustrate key points in every chapter of the
text. These new examples are meant to keep the book fresh and keep students
engaged.
X New advertisements, web captures and illustrations have been incorporated into
each chapter to highlight key sports marketing concepts and make the material
more relevant for students. These ads and photos are examples of sports
marketing principles that have been put into practice and bring the material in the
text “to life.”
X New spotlights on careers in sports marketing introduce students to successful
sports marketers and their jobs.
X The spotlights on international sports marketing have been revised and updated for
the fifth edition to highlight this key area of growth in the sports industry.
X New screen captures of relevant web sites illustrate key concepts. Because social
media is now playing such a large role in sports marketing, screen captures from
various web sites have been incorporated throughout the text to bring the material
to life for students. In addition, social media/internet exercises appear at the end
of each chapter, and discussions of these items as an emerging tool for sports
marketers appear throughout.
X New exercises have been created that afford instructors the opportunity to further
integrate real life up-to-date information utilizing auxiliary materials such as Sport
Business Journal, Sport Business Daily, Sport Business and Bleacher Report.
X New spotlights on ethical issues are integrated throughout the text. Hopefully, this

xxiii
 Preface
will generate lively discussion in the classroom and make students more aware of
the ethical issues that they will confront in the workplace.

Instructional support
Various teaching supplements are available to accompany this textbook. They consist
of an Instructor’s Manual, Test Item File, and PowerPoint presentation. These items
may be found online only at www.routledge.com/cw/shank.

Acknowledgments
The new edition of any textbook is a challenge. In fact, much more of a challenge than
people think. Typically colleagues joke that a new edition just means changing dates
and examples. Nothing could be farther from the truth, and the fifth edition posed
significant professional hurdles and opportunities. On the professional side, the fifth
edition of Sports Marketing: A Strategic Perspective is the most significant revision
of the text since its inception. Most importantly, I have added a co-author, Dr. Mark
Lyberger, who adds a wealth of expertise and brings a fresh new perspective to the
text. We also welcome our new publisher, Routledge. In addition, during the fifth
edition, I moved from my position as Dean of the Business School at the University
of Dayton to President of Marymount University. Obviously, a significant professional
commitment. Before going any further, I have to thank my wife Lynne for her patience
and support. The project could never have been completed without the expertise and
encouragement of many others. Although there are countless people to thank, I was
greatly assisted by the thoughtful reviews that undoubtedly improved all the editions
of this text. These reviewers include:
Ketra Armstrong, The Ohio State University
Robert E. Baker, Ashland University
Ronald Borrieci, University of Central Florida
Chris Cakebread, Boston University
James Cannon, University of South Alabama
Joseph Cronin, Florida State University
Kathleen Davis, Florida Atlantic University
Eddie Easley, Wake Forest University
Renee Florsheim, Loyola Marymount University
Pat Gavin, New Mexico State University
Lynn Kahle, University of Oregon
Patricia Kennedy, University of Nebraska, Lincoln
Jerry Lee Goen, Oklahoma Baptist University
Deborah Lester, Kennesaw State University
Mark Lyberger, Kent State University
Ann Mayo, Seton Hall University
Mark McDonald, University of Massachusetts, Amherst
Stephen McKelvey, J.D., University of Massachusetts, Amherst

xxiv
 Preface
David Moore, University of Michigan
Susan Logan Nelson, University of North Dakota
Gregory Pickett, Clemson University
Michael Smucker, Texas Tech University
Joseph Terrian, Marquette University
Lou Turley, Western Kentucky University
In addition to the formal reviews, we are especially grateful to the graduate students
and staff who have contributed their time and efforts to enhance the delivery and
completion of the fifth edition, in particular Tami Gingerich, Katie Goldring, Kelly
Leacoma, Danielle Novotny, Nick Pangio, Taryn Schmidt, Jennifer Schultz, and Josh
Selden. We received informal comments from many of you who adopted the first
four editions; we thank you for your feedback. We have tried to incorporate all of
your suggestions and comments. We are very grateful to our colleagues both old
and new at the University of Dayton, Kent State University, Marymount University,
and Northern Kentucky University (NKU) who have supported us throughout this
process. Additionally, thanks go out to all of our students who have helped fuel our
interest in sports marketing. We would like to thank all of those sports business and
management students who have used the book (and other universities) and pointed
out their likes and dislikes.
One of the greatest challenges facing authors and publishers is the procurement
and protection of intellectual work. Special thanks to Emma Davis for her assistance
with securing copyright permissions for the text. In a world where technology and
dissemination continue to precede copyright law this undertaking is no easy task,
therefore, for her perseverance, we are forever grateful. Furthermore, a number of
organizations have been very helpful in providing permission to use ads and articles
throughout the text. Special thanks to all the individuals within these organizations
who have made this book more meaningful and readable for students.
We would also like to thank Alison Jones for without her meticulous reading, due
diligence, and expedient editing this edition would not have become a reality. We
are grateful for her helpful suggestions, advice and constructive comments which
ultimately enhanced the final presentation of materials within the fifth edition. Finally,
we are indebted to the entire Routledge team for their encouragement and making
the fifth edition a reality. Special thanks go to William Bailey, and Hannah Champney.
Last, but certainly not least, thank you to Simon Whitmore for his superb project
management.

xxv
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