Integrating the product characteristics of sport with traditional marketing theory, this guide presents a strategic sport marketing model that recognises the diverse markets for sport: participants, sponsors, spectators at the event, and armchair fans. It is useful for sport management students, as well practising sport administrators.
David Shilbury is Head of Bowater School of Management and Professor of Sport Management at Deakin University in Australia. He is also editor of Sport Management Review. Shayne Quick is an academic and President of the Sport association of Australia & NZ. Hans Westerbeek is a senior lecturer in sport management.