The first edition of Sport Marketing was a groundbreaking text in the emerging sport management field. Now, the three internationally recognized experts who helped define the field have updated and expanded their pioneering text. Sport Marketing (Second Edition) reflects the latest developments in the industry and contains valuable new information. Authors Mullin, Hardy, and Sutton have not simply borrowed mainstream marketing theory and applied it to sportstheyve actually built distinct new theory about sport marketing based on their own extensive field experience and research. With this accessible, entertaining text readers will become skilled at Studying and understanding the market Developing a strategy Clarifying the sport organizations needs and goals Implementing marketing plans through sponsorship, licensing, pricing, promotions, advertising, broadcasting, and sales Abundant case studies translate several sport marketing professionals experiences into learning scenarios that help readers understand how to apply the core concepts. There are also chapter objectives and summaries (Wrap-Ups) to guide students through the material, plus a collection of observations on future trends in the field contributed by leading sport marketing professionals. Essential for students and practitioners alike, Sport Marketing integrates and applies broad theory and specific examples to teach readers the fundamental principles of successful sport marketing.