Table of Contents

Foreword
Preface
Acknowledgments

Chapter 1. Introduction to Sport Promotion and Sales
Pregame Introductions
Distinguishing Promotion From Marketing
Integrated Promotional Agendas
Planning and Managing the Campaign
Rationale for the Study of Sport Promotion and Sales
Postgame Wrap-Up

Chapter 2. Theoretical Foundations for Effective Sport Promotion and Sales
Pregame Introductions
Communications Defined
The Receiver
Integrated Marketing Communications Model
Postgame Wrap-Up

Chapter 3. Incentivizing Sport Consumers
Pregame Introductions
Traditional Incentives: Price-Based or Sales Promotions
Sport Consumer Behavioral Response Incentives
Implementing the Incentive Plan
Incentive Plan Checklist
Postgame Wrap-Up

Chapter 4. Training the Sport Ticket Sales Staff
Pregame Introductions
What Every Prospective Salesperson Needs to Know
Recruiting
Interviewing
Training and Orientation
Building a Sales Culture
Retaining and Motivating the Sales Staff
Academic Preparation
Postgame Wrap-Up

Chapter 5. Generating Ticket Sales in Sport
Pregame Introductions
Defining Sales
The Sales Process
Selling Products Unique to the Sport Industry
Putting It All Together: The Ticket Sales Department
Postgame Wrap-Up

Chapter 6. Sport Ticket Customer Service and Retention
Pregame Introductions
Defining Relationships
Defining Customer Service
What Customers Expect
Post-Game Wrap-Up

Chapter 7. Sport Sponsorship Fundamentals
Pregame Introductions
Sponsorship Defined
Sport Sponsorship Platforms
Sponsorship Management
Setting and Prioritizing Sponsorship Objectives
Postgame Wrap-Up

Chapter 8. Sport Sponsorship Sales
Pregame Introductions
Sport Sponsorship Sales Force Management
Sales Process: Eduselling
Step One: Identify the Prospect
Step Two: Prepare “How-to” Guides
Step Three: Partner With the Prospect
Step Four: Schedule a Product Sampling Experience
Step Five: Design Follow-Up Procedures
Step Six: Make the Offer
Step Seven: Close the Deal
Step Eight: Complete Aftermarketing Sales and Follow-Up
Step Nine: Complete an Evaluation and Provide Feedback
Postgame Wrap-Up

Chapter 9. Sport Sponsorship Activation
Pregame Introductions
Sponsorship Activation
Research and Evaluation
Sponsorship Renewal
Postgame Wrap-Up

Chapter 10. Promotional Merits of Sport Licensing
Pregame Introductions
Sport Licensing Marketplace
Licensing as a Promotion and Profit-Generating Tool
Promotion Through Licensing
Promotion of the Licensing Program
Licensed Property Protection
Licensing Program Leadership
Postgame Wrap-Up

Chapter 11. E-Commerce as a Promotional Tool in Sport
Pregame Introductions
The Internet and Sport Promotion
Web Content
Extending the Boundaries of the Stadium
Postgame Wrap-Up

Chapter 12. Sport Brand Communications
Pregame Introductions
Importance of a Strategic Focus
Modes of Brand Communication
Postgame Wrap-Up

Chapter 13. Sport Promotion and Sales Risk Management
Pregame Introductions
Risk Management Cycle
Legal Principles for the Sport Promotion Manager
Case Studies
Postgame Wrap-Up

Appendix A. Redbirds FansFirst Plan 2001
Appendix B. Memphis Redbirds Sponsor Survey
Endnotes
Index
About the Authors

About the Author

Richard L. Irwin, EdD, is a professor and the director of the Bureau of Sport & Leisure Commerce at the University of Memphis. He has taught promotion and sales at the university level for 18 years and has served as consultant with numerous sport businesses on topics relating to sales, sponsorship, licensing, and promotion. A founding member and past president of the Sport Marketing Association (SMA), Dr. Irwin has published numerous articles in sport marketing and management journals, contributed to books, and delivered presentations at regional, national, and international conferences on topics associated with sales and promotion.

William A. Sutton, EdD, currently serves as a professor and associate department head for the DeVos Sport Business Management graduate program at the University of Central Florida. In addition to his duties at UCF, Dr. Sutton is the founder and principal of Bill Sutton & Associates, a consulting firm specializing in strategic marketing and revenue enhancement. Before assuming his current positions, he served as vice president of team marketing and business operations for the National Basketball Association and has held academic appointments at Robert Morris University, Ohio State University, and the University of Massachusetts at Amherst.

In addition to Sport Promotion and Sales Management, Dr. Sutton is a coauthor for all three editions of Sport Marketing. He has also authored more than 100 articles and has made more than 100 national and international presentations. He is a past president of NASSM and a founding member of the Sport Marketing Association (SMA) and Sport Marketing Quarterly, where he has also served as coeditor. Dr. Sutton is a featured author for Street and Smith's Sports Business Journal (SBJ) and for the basketball strategy and business magazines Basketball Gigante and FIBA Assist, published in Italy.

Larry M. McCarthy, PhD, is an associate professor of management and director of the Institute of International Business at the W. Paul Stillman School of Business at Seton Hall University. He teaches in the Center for Sport Management. He held an academic appointment as the coordinator of the graduate sport management program at Georgia Southern University. A founding member of the SMA, he served as the first secretary–treasurer of the association. McCarthy's research interests focus on the activities of professional sport franchises, cross-cultural studies, and international sport management. He has published articles in national and international journals and has presented his work at national and international conferences. A lifelong member of the Gaelic Athletic Association (GAA), he is secretary of the New York Board of the GAA and was an Olympic envoy to the Olympic Council of Ireland for the Centennial Olympic Games.