The sport business industry is vast and diverse. Today’s students are tomorrow’s professionals, and it is immensely important for these students to attain the contemporary knowledge necessary to operate successfully in an ever-growing industry. Like no other textbook in the field, Fundamentals of Sport Business Marketing 5th Edition covers the practical and theoretical framework necessary for students to understand, and professionals to market any sport-related business in a global economy. Updates to this new edition begin with a title that acknowledges the trillion dollar contribution of the sport business to the global economy. As the most comprehensive sport business marketing textbook to date, this 5th edition encompasses the diversity of spectators and participants, sports and sport businesses that span the industry, well beyond the scope of professional and college sports to include sport marketing research, sporting goods retail and manufacturing, sports broadcast, internet sport business, sport tourism, and parasports (sports and sport businesses for people with disabilities)—in short, the full spectrum of companies in which students of sports programs around the world will seek careers. 

An award-winning teacher and researcher, author of over 250 academic papers published in numerous journals, and the author or editor of 26 books on the subject of sport business marketing, Dr. Brenda Pitts offers in this textbook a wealth of knowledge that is rarely compiled in a single place. Dr. Pitts has taught thousands of students, worked with dozens of professionals in the industry, and brings diverse experience and wisdom to the field and this textbook.

The 5th edition updates and details the sound foundational sport business marketing knowledge that can be applied in any type of sport business setting. This textbook builds the students’ understanding of the theoretical framework of business practices for sport business marketing operations, and serves as an excellent on the job handbook, guide, and reference for professionals in the field.

La industria del negocio del deporte es vasta y diversa. Los estudiantes de hoy son los profesionales del mañana, y es inmensamente importante que estos estudiantes obtengan el conocimiento contemporáneo necesario para operar con éxito en una industria en constante crecimiento. Como ningún otro libro de texto en el campo, la 5ta edición (en inglés) y 1era edición en español de Principios del Mercadeo Empresarial Deportivo cubre los aspectos prácticos y marco teórico necesario para que los estudiantes comprendan y los profesionales comercialicen cualquier negocio relacionado con el deporte en una economía global. Las actualizaciones de esta nueva edición comienzan con un título que reconoce la contribución de billones de dólares del negocio del deporte a la economía global. Como el libro de texto de mercadeo empresarial deportivo más completo hasta la fecha, esta edición abarca la diversidad de espectadores y participantes, deportes y negocios deportivos que comprende la industria, mucho más allá del alcance de los deportes profesionales y universitarios para incluir la investigación de mercadeo deportivo, venta al por menor y fabricación de artículos deportivos, retransmisiones deportivas, negocios de deportes por Internet, turismo deportivo y paradeportes; en resumen, el espectro completo de empresas en las que los estudiantes de programas deportivos de todo el mundo buscarán carreras.

Research—the systematic investigation of materials and sources to establish facts and reach new conclusions—is carried out for a variety of purposes and to achieve a variety of goals. For sport business industry, research is critical for developing strategies to effectively understand and manage the franchise, property, or facility.

This second edition of Research Methods in Sport Management provides a detailed introduction into the research itself, and applies those methods directly to the field of sport business management. With established reputations as expert researchers in the field, the authors have reorganized foundational concepts and updated methods and industry examples to provide students, instructors and professionals with a knowledge base and resources to prepare, collect, analyze and present targeted research for scholarly publication or to better interpret and respond to the needs of an array of areas in the sport management industry.