Sport Branding: Theory and Practice

Sport Branding: Theory and Practice serves as a comprehensive resource for the dynamic and evolving field of sport branding. It highlights the distinctive nature of branding both within and through sport, while grounding readers in the fundamental principles of the field.By exploring the foundations of sport branding, this book provides a strong theoretical base alongside practical examples and application tools. Designed for students, scholars, practitioners, and anyone interested in this area, the book offers a thorough introduction to sport brands and sport branding. It covers key topics such as foundational concepts, sport brand management, the management of sport entities, and emerging trends shaping the future of sport branding.This is an essential text for any course on sport branding and invaluable supplementary reading for any course on sport marketing, sponsorship, sport communication, or marketing communications.

About the Author

Jessica R. Braunstein‑Minkove is Professor in the Department of Kinesiology at Towson University, Maryland, USA. She holds a Ph.D. in Sport Management, a Master's in Exercise and Sport Sciences (Sport Management), and a bachelor's in Commercial Recreation from the University of Florida. Braunstein‑Minkove's teaching and research within sport marketing center on consumer behavior, sport branding, and brand management.

Gashaw Abeza is Associate Professor of Sport Management in the Department of Kinesiology at Towson University, Maryland, USA. His research focuses on marketing communication, particularly dgtl media within the sport context. His work covers key sport marketing communication topics, including branding, sponsorship, relationship marketing, ambush marketing, and endorsement.