Case Studies in Sport Business Marketing 3rd Edition

Explore relevant case studies in sport business marketing.

The third edition of Case Studies in Sport Business Marketing brings together a diverse and global collection of 35 scholars to analyze contemporary case studies that demonstrate applications of marketing techniques in the sport industry. This edition also explores timely topics in sport marketing, including the effect of COVID-19 on various sports, the integration of esports into sport marketing, and inclusive culture in sport.

This third edition provides realistic case studies on challenging situations in sport business settings as well as a practical step-by-step process for managing these issues, finding successful resolutions, and predicting future conceptual implications for the sport business. Case Studies in Sport Business Marketing is a valuable asset for graduate and undergraduate students in analyzing and applying marketing concepts in practical contexts.

Formerly published by FiT Publishing.

Audience

Undergraduate and graduate students studying sport marketing; reference for sport management researchers and practitioners.

Section I. Introduction to the Case Study Method in Sport Business Marketing
Chapter 1. The Importance of Case Study in Sport Business Marketing
Chapter 2. The Sport Business Marketing Case Analysis Model

Section II. The Case Studies
1. Trinidad & Tobago National Sport Facilities: Build Them and They Will Come . . . They Say!
2. “Then. Now. Forever. Together.” Strengthening Consumer Engagement with World Wrestling Entertainment (WWE)
3. Inclusive Culture in Sport: Promoting Engagement of Consumers with Disabilities
4. From Ticket Buyer to Subscriber: Strategies for Leveraging Ticket Subscription Packages to Create Long-Term Customer Value
5. Figuring Out the Family Dilemma: Marketing to the 21st Century Family
6. Marketing Interscholastic Adapted Sports for Students with Physical Disabilities
7. Would It, Could It, Work in Sport? A Look at BTS’ “Dynamite” Marketing Strategies
8. The Namaste Yoga Center
9. Navigating the New Marketplace for Name, Image, and Likeness Opportunities for Collegiate Athletes
10. A “Golden” Opportunity for University Brand Transformation
11. Peloton and the Building of Brand Community
12. BeOne Fitness & Sport: A Case of Public-Private Partnership in Fitness Services
13. Integration of Esports into Traditional Sport: Case Study of Fortnite Activation at Valspar Championship
14. March 11, 2020: The Day Sport Changed
15. Opportunities for Private Golf Clubs to Grow Their Memberships Due to the Increased Interest in Golf During the COVID-19 Pandemic
16. The Effect of COVID-19 on Canine Companion Sports
17. Meet Miraitowa and Someity! Evaluating the Influence of “Culture” on the Development of the Tokyo 2020 Summer Olympic and Paralympic Mascots

Brenda G. Pitts, PhD, is an internationally renowned name in sport business management, particularly in sport marketing and in sport management program development. She is currently a professor of sport management, the director of the Dr. R. Cooter Sport Business Research Center, and a program director at Georgia State University in Atlanta. Dr. Pitts has also served as a consultant in sport marketing for various sport businesses, including the Georgia Dome in Atlanta (with clients such as the Professional Bull Riders Inc., Supercross, and the Atlanta Falcons), Tallahassee Soccer Association, and the NCAA.

In research, Dr. Pitts is distinguished as a Dr. Earle F. Zeigler Scholar and one of the first research fellows of the North American Society for Sport Management (NASSM), where in 2004 she received the Garth Paton Distinguished Service Award in recognition of meritorious service. She is author or coauthor of six sport marketing textbooks, editor of and a contributing author in three of the Sport Marketing Association’s books of papers, and author of numerous publications and presentations. Her work has been published in scholarly journals such as Sport Management Education Journal, Journal of Sport Management, Sport Marketing Quarterly, Journal of Vacation Marketing, International Journal of Sports Marketing and Sponsorship, Women in Sport and Physical Activity, Sport Management and Related Topics (SMART) Journal, and International Journal of Sport Management.

Dr. Pitts was an editorial board member (1991-1998) and later co–editor in chief of The Sport Management Library (1998-2000), a project that produced more than 20 textbooks in sport management. She serves on the review boards of Sport Marketing Quarterly, Sport Management and Related Topics (SMART) Journal, and Sport Management Review (Australia); she previously served on the review board of International Journal of Sport Management. She has served as a guest editor for papers for Journal of Sport Management and Women in Sport and Physical Activity Journal.

Dr. Pitts enjoys all kinds of sports, with her more recent interest in soccer, golf, boating, volleyball, jogging, tennis, and softball. Her outstanding career in basketball has brought her such awards as the retirement of her high school basketball uniform number; membership in the Club of the University of Alabama; induction into the Athletic Hall of Fame of Huntsville, Alabama; induction into the Women’s Basketball Hall of Fame of Knoxville, Tennessee; and a nominee for the Alabama Sports Hall of Fame. Recently, Dr. Pitts has won a couple of golf tournaments but has wisely decided to keep her day job.