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.