Sport Marketing

Empower students to feel capable and confident as they prepare to enter the dynamic world of sport marketing. Sport Marketing, Sixth Edition, is the leading resource for undergraduate and graduate students, offering the foundational knowledge essential for success in the field of sport marketing. This introductory text features an authoritative authorship team of academic scholars and professionals. The sixth edition features updated content designed to keep students at the cutting edge of sport marketing:

• Heavier focus on technology and how it continues to revolutionize and drive the sport industry, including increased streaming options and the proliferation of online sports gambling
• Emphasis on data and analytics to make more informed business decisions
• Examination of how digital platforms serve as critical communication channels driving sport marketing strategy
• Consideration of name, image, and likeness (NIL) legislation and policies
• Marketing strategies for effective sport sponsorship and promotion at the collegiate level
• Coverage of sales processes, addressing both traditional methods and new strategies for the mobile age
• Discussion of advanced ticketing practices, such as artificial intelligence (AI) technology in sales and the process of selling digital media and streaming inventory

Related online resources delivered through HKPropel prepare students to apply classroom concepts to professional settings. A semester-long project requires students to create their own sport marketing plan, building on assignments provided in each chapter of the textbook. In addition, links to video content are provided for each chapter, and new flash cards offer an additional study aid for students. The text offers comprehensive coverage of the core concepts of sport marketing—product, price, promotion, place, and public relations—and has been extensively revised to reflect the evolving landscape. Enhanced by a full-color presentation, the text incorporates the latest technological advancements, industry examples, global perspectives, case studies, and professional profiles, providing an ideal blend of theory, research, and real-world application for today’s students. Sport Marketing prepares the next generation of sport marketers to meet the ever-changing wants, needs, and communication styles of today’s passionate sports fans and consumers. It also represents a reliable reference for marketers working in the sport industry.

Book details

• Author: Windy Dees; Patrick Walsh; Chad D. McEvoy; Stephen McKelvey
• Publisher: Human Kinetics, Inc.
• Edition: 6th Edition
• eText ISBN: 9781718228146
• Print ISBN: 9781718228139
• Format: Reflowable Layout
• Language: en
• Copyright: 2026