The Marketing of Sport

593 Pages·2006·8.855 MB·English

by  John Beech, Dr Simon Chadwick

Edited by John Beech
The Marketing of Sport
& Simon Chadwick
The Marketing of Sport explores the latest
developments in sport marketing with cutting-
edge analysis by the world’s leading sport
I am delighted that this sports marketing book has been
marketing academics. International case studies,
developed and I will defi nitely be using it as an essential text.
up-to-the minute data and a wide-ranging list of
Glynis Jones, Lecturer, Sports Promotion and Marketing, websites provide an essential introduction to the
Department of Management and Marketing, University of key aspects of sport marketing.
T
Huddersfi eld, UK
This book enables readers to understand the h

differences between sport marketing and e
The book is broad and there is a lot of useful material,
marketing in other sectors, sets an agenda for
good articles, excellent glossary and interesting cases
the future development of sport marketing, M
a nd questions for students. and raises the profi le of sport as a focus for
Kari Puronaho, Research and Development Director, academic study. The reader is also encouraged
a
Sport Institute of Finland, Vierumäki to develop a critical appreciation of this globally
Edited by John Beech & Simon Chadwick
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valuable and increasingly important sector,
... a strong international fl avour is evident throughout... making it an ideal text for undergraduate and k
The Marketing of Sport
It is, in my opinion, signifi cantly more detailed than any postgraduate students on sport, marketing and e
other sports marketing text currently available. general business degree programmes. t
Trevor Hartland, Senior Lecturer in Marketing, i
Business School, University of Glamorgan, UK n

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Key features
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> 24 chapters contributed by leading authorities from f
the UK, Ireland, the US, Greece, France, New
In addition, the book is supported by a Zealand and Australia. S
student and instructor’s website including
downloadable PowerPoints at > Chapters address important developments p
www.pearsoned.co.uk/beechchadwick. including sponsorship and endorsements, branding, o
fan behaviour, merchandising, ticketing and the
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About the editors globalisation of sport. t
Edited by leading academics in the fi eld > 60 international case studies covering a range
who have co-ordinated a writing team of 20 of subjects such as Manchester United, the Olympic
experts from around the world, this book Games and NBA basketball.

provides breadth and depth of coverage of all B
areas of sport marketing. > Learning outcomes, case study questions and e
recommended further reading all enhance students’ e
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John Beech is Head of Sport and Tourism learning and development. h

Applied Research at Coventry Business School, &

Coventry University. C
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Simon Chadwick is a Director of the Birkbeck d
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Sport Business Centre, and Programme
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Director for the MSc Sport Management and c
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the Business of Football, at Birkbeck, the
ISBN 0-273-68826-X
University of London.
9 780273 688266
www.pearson-books.com
an imprint of Cover Image © Getty Images
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The Marketing of Sport
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MARS_A01.QXD 11/1/06 4:07 PM Page i
The Marketing of Sport
VisitThe Marketing of SportCompanion Website at
www.pearsoned.co.uk/beechchadwickto find valuable studentlearning
materialincluding.
● Linksto relevantsiteson the web
● An online glossaryto explain keyterms
● A comprehensive bibliography
MARS_A01.QXD 11/1/06 4:07 PM Page ii
We workwith leading authorsto develop the strongest
educationalmaterialsin marketing, businessand finance,
bringing cutting-edge thinking and bestlearning practice to
aglobalmarket.
Under a range ofwell-known imprints, including FinancialTimes
Prentice Hall, we crafthigh-qualityprintand electronic
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To find outmore aboutthe complete range ofour publishing,
please visituson the World Wide Web at: www.pearsoned.co.uk
MARS_A01.QXD 11/1/06 4:08 PM Page iii
The Marketing of Sport
Edited by
John Beech
Coventry Business School
and
Simon Chadwick
Birkbeck College, University of London
MARS_A01.QXD 11/1/06 4:08 PM Page iv
Pearson Education Limited
Edinburgh Gate
Harlow
Essex CM20 2JE
England
and Associated Companies throughout the world
Visit us on the World Wide Web at:
www.pearsoned.co.uk
First published 2007
© Pearson Education Limited 2007
All rights reserved. No part of this publication may be reproduced, stored in a retrieval
system, or transmitted in any form or by any means, electronic, mechanical, photocopying,
recording or otherwise, without either the prior written permission of the publisher or a
licence permitting restricted copying in the united Kingdom issued by the Copyright Licensing
Agency Ltd, Saffron House, 6–10 Kirby Street, London EC1N 8TS.
All trademarks used herein are the property of their respective owners. The use of any
trademark in this text does not vest in the author or publisher any trademark ownership
rights in such trademarks, nor does the use of such trademarks imply any affiliation with
or endorsement of this book by such owners.
ISBN-13: 978-0-273-68826-6
ISBN-10: 0-273-68826-X
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
The marketing of sport / edited by John Beech and Simon Chadwick.
p. cm.
Includes bibliographical references and index.
ISBN-13: 978-0-273-68826-6 (pbk.)
ISBN-10: 0-273-68826-X (pbk.)
1. Sports—Marketing. I. Beech, John G., 1947- II. Chadwick, Simon, 1964-
GV716.M364 2007
796'.0698—dc22
2006020025
10 9 8 7 6 5 4 3 2 1
10 09 08 07 06
Typeset in 10/12.5 pt Sabon by 72
Printed by Ashford Colour Press Ltd, Gosport
The publisher’s policy is to use paper manufactured from sustainable forests.
MARS_A01.QXD 11/1/06 4:08 PM Page v
Brief contents
PartOne The distinctive nature ofsportmarketing 1
1. Introduction: the marketing of sport Simon Chadwick and John Beech 3
2. Marketing in for-profit and not-for-profit sport organisations Paul Turner 23
3. Alternative paradigms and sport marketing DrSusan Bridgewater 45
PartTwo Meeting the needsand wantsofthe sportmarket 59
4. Understanding the sport marketing environment Paul Kitchin 61
5. Sport and consumer buying behaviour Linda Trenberth and Ron Garland 83
6. Sport organisation buying behaviour Ann Bourke 102
7. Segmentation, targeting and positioning in sport
Kim Harris and Dominic Elliott 123
8. Sport market research and marketing
information systems Linda Trenberth and Ron Garland 143
9. Managing sport products and services
David Harness and Tina Harness 158
10. Developing and extending sports brands
Artemisia Apostolopoulou and James M. Gladden 186
PartThree Communicating with the sportmarket 211
11. The sport integrated marketing communications mix Maria Hopwood 213
12. Direct, database and online marketing in sport Paul Turner 239
13. Sponsorship, endorsements and naming rights
Michel Desbordes and Gary Tribou 267
14. Sports public relations Maria Hopwood 292
PartFour Getting sportproductsand servicesto the market 319
15. Pricing sports and sports pricing strategies Rudi Meir and Dr Dave Arthur 321
16. Distribution channels and sports logistics Leigh Sparks 342
17. Sports goods retailing Leigh Sparks 365
MARS_A01.QXD 11/1/06 4:08 PM Page vi
vi Briefcontents
PartFive Moving sportmarketing forwards 397
18. Strategic sport marketing DrDave Arthur 399
19. Achieving competitive advantage and leading strategic change
in sport organisations Ann Bourke 422
20. International sport marketing and globalisation DrSusan Bridgewater 446
21. Organisation, implementation, management and control
of marketing in sport DrDave Arthur 465
22. Managing service quality and innovation in sport
Gary Tribou and Michel Desbordes 485
PartSix Assessing the future for sportmarketing 501
23. The future of sport marketing Simon Chadwick and John Beech 503
24. The marketing of sport: a practitioner perspective Nick Wake 519
MARS_A01.QXD 11/1/06 4:08 PM Page vii
Contents
Figures xvii
Tables xix
Case studies xxi
About the authors xxiii
Preface xxvii
Acknowledgements xxix
Abbreviations xxxi
General sport marketing websites xxxiv
PartOne The distinctive nature ofsportmarketing 1
1 Introduction: the marketing ofsport 3
Simon Chadwick and John Beech
Overview of chapter 3
Introduction 4
What is sport marketing? 4
Why do sport organisations need marketing? 7
What is so distinctive about sport marketing? 8
What is the down side to sport marketing? 13
Overview of the book 13
Conclusions 20
Discussion questions 20
Guided reading 21
Keywords 21
Bibliography 21
Recommended websites 22
2 Marketing in for-profitand not-for-profitsportorganisations 23
Paul Turner
Overview of chapter 23
Introduction 24
The for-profit sport organisation 25
The not-for-profit sport organisation 26
Marketing the for-profit and not-for-profit sporting organisations:
is there a difference? 31
Marketing in for-profit and not-for-profit sport organisations 33
Product 38
Conclusions 42
Discussion questions 42
MARS_A01.QXD 11/1/06 4:08 PM Page viii
viii Contents
Guided reading 43
Keywords 43
Bibliography 43
Recommended websites 44
3 Alternative paradigmsand sportmarketing 45
Dr Susan Bridgewater
Overview of chapter 45
Introduction 46
Traditional, relationship and network perspectives of marketing 46
A summary of the main features of relationship and network
perspectives on marketing 47
Relationship marketing 48
Network perspectives on marketing 50
Relationship studies of sports marketing 51
Analysing sports relationships: the bond between fans and football brands 51
Understanding dynamic brand relationships 53
Marketing strategies for networks in sports 54
Conclusions 56
Discussion questions 56
Guided reading 56
Keywords 57
Bibliography 57
Recommended websites 58
PartTwo Meeting the needsand wantsofthe sportmarket 59
4 Understanding the sportmarketing environment 61
Paul Kitchin
Overview of chapter 61
Environmental analysis 62
The external environment 62
Techniques for gathering information about the sport marketing environment 76
Locating sources of information needed to understand the sport marketing
environment 79
Conclusions 80
Discussion questions 80
Guided reading 81
Keywords 81
Bibliography 81
Recommended websites 82
5 Sportand consumer buying behaviour 83
Linda Trenberth and Ron Garland
Overview of chapter 83
Introduction 83