Highly practical and engaging, sports marketing equips students with the skills, techniques, and tools they need to be successful marketers in any sporting environment. The book combines scholarly theory with the perspectives of those who have been actively involved in the sports business. A worldwide range of examples from all levels of sports, as well as insider expertise, strongly ties classroom learning to real-world practice, and assures students that the theory is relevant. New material includes: * expanded coverage of marketing analytics and the use of market-driven tactics showing students how to strengthen customer relationships and maximize profits * greater attention to the impact of new technologies on customer relationships, such as social media, content marketing, ticketing strategies, and esports, ensuring students are exposed to the latest advancements in marketing for sports * a stronger global focus throughout the book, including several new cases from outside the u.S.