By Simon Chadwick
The promoting of game explores the most recent advancements in activities advertising with state of the art research by way of the world's best game advertising lecturers. overseas case experiences, up to the moment facts and a wide-ranging checklist of sites offer a necessary advent to the major features of recreation advertising and marketing.
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Extra info for The Marketing of Sport
Example text
Highlight the distinctive characteristics of sport marketing. ■ Indicate the scope of marketing in the sport sector. ■ Identify a range of challenges facing marketers in the sport sector. ■ Explain the layout and structure of the book. Overview of chapter The chapter begins by briefly introducing the focus of the chapter and the book, and it then considers the nature of sport marketing. Of particular note at this point is the new definition of sport marketing the chapter proposes. Drawing from this definition, the example of Real Madrid is used to illustrate the range of organisations to which the definition of sport marketing applies.
Overview of chapter The chapter begins by briefly introducing the focus of the chapter and the book, and it then considers the nature of sport marketing. Of particular note at this point is the new definition of sport marketing the chapter proposes. Drawing from this definition, the example of Real Madrid is used to illustrate the range of organisations to which the definition of sport marketing applies. Given the relatively recent development of sport marketing as an area of interest, allied to some scepticism about it amongst academics and practitioners, the chapter then addresses two key issues: Firstly, it dispels some established myths about what sport marketing is and what it is supposed to do; secondly, it highlights the distinctive features of sport marketing.
In Japan, news that the multi-hairdoed soccer sensation had moved clubs played a distinct second fiddle to what, after his World Cup success, was treated like a Second Coming. The change from Manchester to Madrid may be dramatic in Europe, but in Japan, Beckham’s fame towers above either club. In a few months, he has single-handedly rebranded J-Phone to Vodafone. As well as telephones, Beckham is the Japanese face of TBC Salons, which beautifies brides-to-be. He also sponsors Meiji Seika, the confectioner that erected the giant chocolate statue of the footballer as part of its promotion of Almond Choco sweets.
