Team Sports Marketing

1st Edition

Authors: Kirk Wakefield
Print ISBN: 9780750679794
Imprint: Butterworth-Heinemann
Published Date: 8th December 2006
Page Count: 288


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Some might argue that sports marketing is a mere subfield of marketing, meaning that there are theoretical and practical dimensions that apply only to sports marketing and are only of interest to those involved in sports. In Team Sports Marketing, author Kirk Wakefield dispels this argument by demonstrating that effective sports marketing epitomizes the science and art of marketing across any context. At the core of sports marketing is the creation and enhancement of fan identification, where consumers are not just loyal customers, but have become brand fanatics.

Team Sports Marketing shows that while many aspects of sports marketing are thought to be unique to the field, other product and service sectors would do well to learn from teams in the NFL, NBA, MLB, and NHL that have transformed customers into fans. Moving beyond principles of marketing, Team Sports Marketing is packed with examples of best practices and covering subjects as diverse as sponsorships, season ticket sales, venue management and all topics in between. Team Sports Marketing is a must read text for students and managers in professional and collegiate sports.

Support materials for professors and students are available at

Key Features

  • A clear overview of the latest techniques in sports marketing
  • Hugely populated with examples and cases
  • Clearly shows why sports marketing is distinct from other forms of service marketing


Aimed at sports marketing classes (roughly 150+ in US) at the undergrad (senior) or grad level. The will include an international perspective. I do already use some reference to football/soccer and other int'l sports.

Table of Contents

What Is Team Sports Marketing; Sell an Identity; Precision Marketing; Research Your Fans; Build the Season Ticket Base; Build Value; Build it and They Will Come; Create Sponsorship Partners; Create Sponsorship Value; Move Merchandise; Create Technological Advantages; Build Community


No. of pages:
© Butterworth-Heinemann 2007
Paperback ISBN:

About the Author

Kirk Wakefield

Kirk Wakefield has conducted research on consumer response to pricing, promotion, sponsorships, and the physical environment for a wide variety of sports organizations: NBA, NFL, MLB, NCAA football, baseball and basketball; pminor league baseball (A, AA, AAA); minor league hockey, professional tennis (ATP), & NASCAR. Wakefield's published work may be found in the Journal of Marketing, Journal of Retailing, Journal of Business Research, Journal of Service Research, Journal of Advertising Research, Psychology & Marketing, Journal of Services Marketing, Journal of Sport Management, and Journal of Sport & Social Issues, among others.

Affiliations and Expertise

Chair, Dept of Marketing, Baylor University, Texas


“Kirk’s firsthand experience in working with teams and sponsors has given him an insight into what makes a successful sports marketing partnership, and that experience and insight is on full display in this book.” -- John Vidalin, Vice President, Sales and Marketing, Houston Texans "This book sets the standard for sport marketing literature by providing a good overview of both basic and detailed sport marketing concepts and how they are applied to the sport product. With clear and concise real world examples based on extensive research this book delivers a quality instructional and practical guide for the serious sport manager. Clearly and engagingly written, it combines great insight gained from in-depth research and practical application to illustrate how the business behind the sport industry works. For its substance, it should be within easy reach of anyone interested in managing in sport." -- David Peart, Vice President, Sales and Marketing, San Francisco 49ers "Team Sports Marketing represents the cutting edge in sports marketing knowledge and practice. Kirk's extensive experience with professional sports teams at all levels and all types, coupled with well-founded theory and research, makes this a perfect book for sports marketing classes everywhere. This book was written for professors who want to give their students the best preparation for landing that entry level positon in professional sports and to enable them to move up the ladder in the sports industry." -- Scott Kelley, Professor of Marketing and Director of the UK Center for Sports Marketing, Gatton College of Business and Economics, University of Kentucky "Team Sports Marketing provides a comprehensive overview of the key disciplines within Sports Marketing and is a solid foundation for anyone wanting to learn the business." -- Eric Fernan