The rapid professionalization of marketing in the sport industry has helped vault the business of sport into the upper echelons of the economy. Innovative, effective, timely, and culturally sensitive marketing allows sport managers to vie for consumer attention in an ever-expanding marketplace of competitors.
Canadian Sport Marketing, Third Edition, brings to life the fundamental principles of marketing, drawn from Canadian experience, with the end goal of providing students with a toolbox of useful tactics, frameworks, models, and knowledge to support a promising career or future learning in sport marketing. It covers essential topics, including the Canadian sport system and Canadian consumer behavior, market research, branding, pricing, sponsorship, ambush marketing, traditional media, social media, and digital marketing. Additionally, a sample marketing plan provides instructors an invaluable opportunity for assigned experiential learning and gives students a practical tool for use in early career work.
The only text focusing on Canadian sport marketing, this edition has been extensively updated to foster applied learning in sport marketing concepts and theories, supported by expert perspectives from the Canadian sport industry. Over 40 sport industry executives and experts contribute to the In the Know sidebars, Executive Perspective, and case studies, which draw from the most successful Canadian sport brands, events, and organizations to provide real-life application of the material.
Authors Norm O'Reilly and Benoit S�guin welcome Gashaw Abeza and Michael Naraine, forming an author team with comprehensive professional experience in the Canadian sport sector. With reflections on, and references to, a variety of Canadian and provincial sport entities, this third edition offers the following:
- Learning objectives provide students a road map to navigate the content while maximizing retention.
- In the Know sidebars direct student attention to the consideration of real-world situations and sport business analysis.
- Executive Perspective sidebars, written by individuals who work within the industry, bring sport marketing concepts to life by using examples from Canadian sport businesses.
- Case studies in HKPropel allow enhanced practical application and use real Canadian examples with questions to ensure critical analysis and understanding.
- Test Your Knowledge questions help students assess their learning. Answers are provided in the instructor guide.
- A glossary helps students identify and learn key vocabulary within the text.
- A sample marketing plan provides an opportunity to review a completed marketing plan, and students can also use it as a template for creating their own plan.
Also new to Canadian Sport Marketing, Third Edition, are case studies and quizzes delivered through HKPropel. These are designed to increase student engagement and help students more deeply examine their comprehension of the material.
Strengthen and prepare students for future success in the sport industry with
Canadian Sport Marketing, Third Edition.
Note: A code for accessing HK
Propel is included with all new print books.
Norm O'Reilly, PhD, MBA, CPA, is dean of the Graduate School of Business at the University of Maine and a professor of sport management in the Maine Business School. A Canadian, Dr. O'Reilly was the founding director of the International Institute for Sport Business and Leadership in the Gordon S. Lang School of Business and Economics at the University of Guelph. He has authored 16 books and more than 150 management journal articles. He was awarded the Distinguished Career Contributions Award by the American Marketing Association's Sport Marketing Special Interest Group (2015) and is a fellow of the North American Society for Sport Management. O'Reilly was assistant chef de mission (assistant mission leader) for the Canadian team at the 2016 Paralympic Games in Rio, Brazil, and has attended four Olympic Games in various capacities with Team Canada.
Benoît Séguin, PhD, is a professor of sport marketing in the School of Human Kinetics at the University of Ottawa. His research focuses mainly on sport sponsorship, ambush marketing, brand governance, and topics related to Olympic marketing. In addition to his academic work, Dr. Séguin has extensive experience in the management of Olympic sport organizations, including as marketing director of two national sport associations, past president of Diving Canada, assistant chef de mission (assistant mission leader) for the Canadian team (2003 Pan Am Games, Santo Domingo), and board member for several sport organizations.
Gashaw Abeza, PhD, is a professor at Towson University. Abeza taught graduate and undergraduate students at the University of Ottawa (Ottawa, Ontario) and Southern Methodist University (Dallas, Texas), and he guest lectured at four other universities. He has been an adjunct professor at the University of Guelph since 2019. His main research interest is marketing communications, with his specific area of expertise in digital media. He has researched and written extensively on the topic of social media in sport and is widely published. He is the coauthor of two books and coeditor of one book:
Implications and Impacts of Esports on Business and Society (IGI Global),
Sport Sponsorship Insights (Routledge), and
Social Media in Sport: Theory and Practice (World Scientific). Dr. Abeza serves as an ad hoc reviewer for a number of academic journals. He currently serves on the editorial boards of eight academic journals:
International Journal of Sport Communication;
Sport, Business, and Management;
Journal of Relationship Marketing;
International Journal of Esports Research;
Journal of Global Sport Management;
Sport Marketing Quarterly;
International Journal of Sports Marketing and Sponsorship; and the newly launched
Sport Management Digest.
Michael L. Naraine, PhD, is an assistant professor in the department of sport management at Brock University and is also an honorary adjunct professor at La Trobe University in Victoria, Australia. His primary research interest is the area of digital sport management and marketing, examining the strategy, fan engagement, and analytics related to new developments in the sport business landscape, including social media, esports, business analytics, and artificial intelligence. Naraine is also a research fellow of the North American Society for Sport Management and is the current editor in chief of
Case Studies in Sport Management. Additionally, he serves as an editorial board member for
Sport Marketing Quarterly,
International Journal of Sport Communication, and the newly founded
Sports Innovation Journal.
