T. Bettina Cornwell, Professor of Marketing and Philip H. Knight Chair, University of Oregon, Eugene, US and Steffen Jahn, Martin-Luther-Universität Halle-Wittenberg, Germany

• Contents: Preface PART I INTRODUCTION. 1 Two types of sport marketing 2. Consumers and fans in multiple roles PART II MARKETING VIA SPORT 3. Partnership goals in sponsoring 4. Leverage and activation 5. Assessing outcomes of sponsoring relationships PART III MARKETING OF SPORT 6. Sport products in a connected world 7. Sport participation 8. Selling the experience PART IV INTEGRATED VALUE 9. Integration and shared value 10. Anticipating the future Index

‘This is a well-written book on the topic of sport marketing that has the ability to serve many different individuals well. The concise nature of the book lends itself to instructors looking to add valuable supplemental readings to their students, interested individuals the opportunity to become abreast on very key elements of sport marketing, and students in shorter class sessions an insightful and practical reading that is not too daunting to start or pick up. I would recommend this book to any researcher, student, or other individual wanting to efficiently explore the growing and advancing field of sport marketing.’