Sports Marketing Bundle

Master Your Sports Marketing Game

Give your students a winning approach on and off the field

Sports Marketing is a specialized marketing course that is designed to prepare students to develop skills necessary to address marketing issues specific to the sports industry.

This course will analyze the field of sports in terms of the practices, applications, and strategies of mainstream marketing.

Table of Contents


Part 1: Why Sports Marketing?

Chapter 1 – Understanding the Sports Landscape
Chapter 2 – The Power of Sports

Part 2: The Consumption of Sports Products and Services

Chapter 3 – Understanding Sports Consumers as Spectators and Participants
Chapter 4 – Sports Marketing Research

Part 3: The Integrated Sports Marketing Program

Chapter 5 – Branding and Rebranding
Chapter 6 -Sports Marketing Promotions
Chapter 7- Sports Sponsorships
Chapter 8 – Endorsements

Part 4: Finances and Economics of Sports

Chapter 9 – Pricing Strategies for Sports Goods and Services
Chapter 10 – The Economics of Sports

Part 5: New Topics in Sports

Chapter 11 – Women in Sports
Chapter 12 – The Changing Sports Landscape

Courseware Learning Objectives

By the end of this class, passing students will be able to articulate:

  • The elements that make up the sports landscape
  • How sports are used to evoke behavior, attitudes, and beliefs
  • Consumers’ participation in sports as spectators and as participants
  • Marketing research within the context of sports
  • How teams and sports are promoted
  • How sports-related products are managed and promoted
  • How sports brands are built and rebuilt (rebranded)
  • A general understanding of marketing objectives, strategies, and tasks within a sports context.
  • Sports sponsorships elements and sponsorship proposals
  • How to identify and leverage athlete endorsement 
  • Pricing strategies for sporting events
  • The economic impact of sports
  • The evolution of women’s sports
  • The upcoming changes and challenges within the sports landscape

Mimic Sports Marketing


Simulation Learning Objectives:

  • Identify product issues via data analyses and market research
  • Implement product and marketing recommendations using the marketing mix
  • Understand the role of endorsers in marketing 
  • Analyze and select creative briefs for a new product
  • Design and launch a new product
  • Appraise various athletes and select one to endorse your new product
  • Defend a brand via crisis management

Meet the Authors

Dr. Delancy Bennett

Dr. Delancy Bennett

Assistant Professor of Marketing
Howard University

Dr. Geraldo (Gerry) Matos

Dr. Geraldo (Gerry) Matos

Associate Professor of Marketing
Roger Williams University
Mario J. Gabelli School of Business

Dr. James Robert Blair

Dr. James Robert Blair

Assistant Professor of Marketing
Eastern Kentucky University


Dr. Nwamaka A. Anaza

Associate Professor of Marketing
Southern Illinois University Carbondale

Dr. Yana Andonova

Associate Professor of Marketing
Murray State University