Leveraging Brands in Sport Business

This edited text compiles advanced material relating to strategy and marketing in the field of sports business. Featuring contributions from experts across the sports business field, the book approaches strategy from the standpoint of managing and marketing a brand. With integrated current-day examples highlighting practices and issues, as well as ‘real-world’ applied video cases, this book is ideal for marketing students and sports business practitioners looking to gain strategic insights into the industry.

Dr. Mark P. Pritchard serves as professor of Marketing in the College of Business at Central Washington University. Having earned his Ph.D. from the University of Oregon, Dr. Pritchard was the founding Director of the NWCSB and has held faculty appointments in marketing in Canada, Australia, Singapore, France and the United States. His research concentrates on issues in services marketing and specializes in the area of brand loyalty and repeat purchase behavior in the sport and tourism industries. Recent research and instructional interests have focused on the role of personal ethics and social responsibility in shaping a winning brand team.

Dr. Jeffrey L. Stinson is Chair of the Department of Management and Director of the Northwest Center for Sport Business (NWCSB) at Central Washington University. With a Ph.D. in Marketing from the University of Oregon, Dr. Stinson has primarily researched the influence of intercollegiate athletics on athletic and academic fundraising to colleges and universities. Other research interests include donor decision-making, non-profit fundraising, and social marketing in sport.