Sports Marketing: A South African Perspective

Product Details:
Author(s):
Shezi, N
Year Published:
2025
Edition
1st Edition
Type:
Print | Soft Cover
Language:
English
About this publication
The field of sports marketing is an essential component of the modern sports industry, combining strategic marketing principles with the unique characteristics of sport as a product and an experience. Sports Marketing: A South African Perspective provides a comprehensive and insightful exploration of key marketing concepts, tailored specifically to the South African sport industry. Designed for students, academics, and professionals, this textbook offers a structured approach to understanding and applying sports marketing strategies in an increasingly competitive and dynamic environment.
Covering a wide range of topics, the book introduces fundamental principles of sports marketing and examines the broader marketing environment in which sport organisations operate. It explores into sport consumer behaviour, providing insights into the motivations, preferences, and decision-making processes of South African sports fans and participants. The traditional and extended sport marketing mix is analysed in depth, highlighting how elements such as product, price, promotion, place, people, process, and physical evidence influence the marketing of sports.
Key topics explored include public relations in sport marketing, corporate social responsibility (CSR) and corporate social investment (CSI) in sport, and the critical role of sponsorship in enhancing brand visibility and engagement. The book also explores into integrated marketing communication (IMC) strategies, highlighting the use of advertising, digital marketing, and promotional campaigns in sport. Additionally, it examines the rapid rise of e-sports, providing insights into the opportunities and challenges presented by this emerging sector.
Whether you are an aspiring sport marketer, a business professional seeking to enter the sports industry, or an academic interested in sport marketing research, this textbook serves as an essential guide to mastering the principles and practices of sports marketing in South Africa. Packed with expert insights, relevant examples, and engaging discussions, this book is a must-have for anyone passionate about the business of sport in South Africa.
Content
Introduction to sport marketing.
The sport marketing environment.
STP (Segmentation; Targeting and Positioning) in sport marketing.
Sport marketing mix.
Additional sport marketing mix.
Public relations in sport marketing.
CSI and CSR in sport marketing.
Sport sponsorship.
IMC in sport marketing.
Understanding sports brands
Interest / Benefit to
Undergraduate Marketing
Management Students