Sales and Revenue Generation in Sport Business 2nd Edition Access

Sales and Revenue Generation in Sport Business, Second Edition, delivers a comprehensive, applied exploration of how sport organizations generate revenue across all major channels, including ticketing, sponsorship, fundraising, media, merchandising, and digital platforms.

Each chapter is built around the proven five-step PRO method (prospect, probe, provide, propose, protect), a clear, repeatable sales framework students can immediately apply in real-world scenarios. This method emphasizes actionable skill development and equips students with practical strategies they can apply across settings—professional, collegiate, and amateur sport.

This edition has been modernized to reflect the rapidly evolving sport industry, with a strong emphasis on digital transformation; post-COVID adaptations; name, image, and likeness (NIL) deals; and emerging revenue opportunities. In addition to an all-new full-color design, this edition includes the following updates:

• Significant expansions to the PRO method framework, with the inclusion of current industry data, modern sales technology (including AI and CRM tools), and realistic activities and role-play
• Expanded coverage of diverse revenue generation channels, including ticketing, streaming, fundraising, merchandising, social media, and digital channels
• Real-world examples, case studies, and industry-based learning activities throughout the text, translating theory into practice
• Supplemental online materials—including video introductions to each chapter, interactive scenarios, and sales script templates—to provide students with practical tools and actionable sales guidance
• Insight into future trends in revenue generation, exploring sport betting, NIL policy, global industry growth, and emerging technologies such as artificial intelligence (AI), virtual reality (VR), and biometric data

This text ensures students are working with the most current, comprehensive, and real-world-focused content on sport sales and revenue generation. Dedicated sidebars discussing the differences between B2B and B2C sales, and how to approach each, provide students with a well-rounded understanding of sales, allowing them to better prepare for any sales career path in the sport industry.

Sales and Revenue Generation in Sport Business, Second Edition, is designed to give students the practical knowledge they need to understand the sales process and how to successfully apply the PRO method of sales across each revenue stream. Armed with this foundational knowledge, they will be better prepared to begin and succeed in a career in sport business.

Note: A URL to access the online materials is included in this print book.

Audience

Upper-level undergraduate sport management students enrolled in sport sales, sport marketing, or revenue generation courses; also a reference for sport industry practitioners and early-career professionals.

Chapter 1. Introduction to Sales and Revenue Generation in Sport Business
“You Sell, You Stay”: The Importance of Generating Revenue
Revenue-Generating Jobs in Sport
Preparing for a Sales Job in the Sport Industry
Business-to-Business Versus Business-to-Consumer Sales
Inventory in Sport: You Can Monetize Almost Anything
Characteristics of Effective Salespeople, or Revenue Generators
Summary
Applied Learning Activities
Case Study

Chapter 2. The Revenue Generation Process: Selling With the PRO Method
Selling in the Sport Industry
The Sport Sales Process and the PRO Method
Summary
Applied Learning Activities
Case Study

Chapter 3. Ticket Sales for Revenue Generation
Background of Ticket Sales for Revenue Generation
Foundation of Ticket Sales for Revenue Generation
Selling Tickets With the PRO Method
Future of Ticket Sales for Revenue Generation
Summary
Applied Learning Activities
Case Study

Chapter 4. Broadcasting and Multimedia Revenues
Broadcasting and TV Viewership of Sport Events
PRO Method Sales in the Digital Age
Summary
Applied Learning Activities
Case Study

Chapter 5. Sponsorship Sales and Revenues
Sponsorship Defined
Economics of Sponsorship in Sport
Sponsorship Platforms
Sponsorship Activation and Fulfillment
Sponsorship Programs and Proposals
Applying the PRO Method to Sponsorship Sales
Summary
Applied Learning Activities
Case Study

Chapter 6. Corporate and Foundation Revenues
Corporate Social Responsibility
Corporate Giving
Philanthropic Foundations
Applying the PRO Method to Corporate and Foundation Fundraising
Summary
Applied Learning Activities
Case Study

Chapter 7. Fundraising and Development in Sport
Ethical Considerations in Development
Types of Giving
Models of Fundraising in Various Types of Sport Organizations
Applying the PRO Method to Development and Fundraising
Understanding Grants
Summary
Applied Learning Activities
Case Study

Chapter 8. Food and Beverage, Hospitality, Tourism, and Merchandising Revenues
Food and Beverage Sales and Revenues
Sport Tourism Sales and Revenues
Hospitality Sales and Revenues
Merchandising and Licensing Sales and Revenues
Applying the PRO Method to Food and Beverage, Hospitality, Tourism, and Merchandising Summary
Applied Learning Activities
Case Study

Chapter 9. Social Media for Revenue Generation
Growth of Social Media in Sport
Social Media Platforms in Sport
Selling Sport Versus Selling Through Sport Using Social Media
Using the PRO Method for Social Media Revenue Generation
Measuring Success: Impressions, Engagements, and Ratios
Social Media Netiquette 
Summary
Applied Learning Activities
Case Study

Chapter 10. Sales Force Management
Sales Force Management and Human Resources
Sales and Motivation
Applying Motivational Theories to Sales
Leading the Sales Force
Summary
Applied Learning Activities
Case Study

Chapter 11. Current and Emerging Trends in Revenue Generation
Do You Want to Work in the Sport Industry?
The PRO Method Moving Forward
New Revenue Trends
Crisis Management
Summary
Applied Learning Activities
Case Study

Glossary
References
Index
About the Author

David J. Shonk, PhD, is the director of the Hart School of Hospitality, Sport & Recreation Management at James Madison University, where he also serves as a professor of sport and recreation management in both the graduate and undergraduate programs. He previously taught sport sales and marketing and integrated applied learning strategies such as sales role-play and calling programs into his courses. He brings extensive industry experience to his teaching and writing, having served as a marketing director for minor league affiliates of the Pittsburgh Pirates and Colorado Rockies—where he worked in ticket sales, promotions, and concessions—as well as a development director in the nonprofit sector, with responsibilities in fundraising and event planning. Dr. Shonk is also a past editor of Sport Management Education Journal and coauthor of Managing Sport Events, reflecting his strong academic and professional credentials in sport business and sales education.

James F. Weiner, PhD, is an assistant professor of sport management at the University of Tampa, where he teaches courses in sport finance, marketing, sponsorship, and multimedia sales. His background combines scholarly expertise with significant industry experience, including serving as general manager of sales and service at Duke University through IMG Learfield Ticket Solutions, where he oversaw ticket revenue generation and sales strategy, as well as working as a senior account executive who sold season, group, and corporate tickets. His research focuses on the sport sales process and service quality, and he has published in leading sport management journals, positioning him as both a practitioner and thought leader in sport sales education.

All ancillaries are free to adopting instructors through HKPropel.

Instructor guide. Includes a sample syllabus and chapter-specific summaries, objectives, key terms, learning activities, and recommended responses for end-of-chapter activities and case study discussion questions.

Test package. Contains 30 questions per chapter in true-false, fill-in-the-blank, essay and short-answer, and multiple-choice formats. The files may be downloaded for integration with a learning management system or printed for use as paper-based tests.

Chapter quizzes. Contains ready-made quizzes (10 questions each) to assess student comprehension of the most important concepts in each chapter. Each quiz may be downloaded for integration with a learning management system.

Presentation package. Features 20 PowerPoint slides per chapter that include text, artwork, and tables from the book that can be used for class discussion and presentation. The slides in the presentation package can be used directly within PowerPoint or printed to make handouts for students. Instructors can easily add, modify, and rearrange the order of the slides.