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| Foreword | |
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| Preface | |
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| Acknowledgments | |
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| Introduction to Sport Promotion and Sales | |
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| Pregame Introductions | |
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| Distinguishing Promotion From Marketing | |
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| Integrated Promotional Agendas | |
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| Planning and Managing the Campaign | |
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| Rationale for the Study of Sport Promotion and Sales | |
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| Postgame Wrap-Up | |
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| Theoretical Foundations for Effective Sport Promotion and Sales | |
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| Pregame Introductions | |
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| Communications Defined | |
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| The Receiver | |
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| Integrated Marketing Communications Model | |
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| Postgame Wrap-Up | |
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| Incentivizing Sport Consumers | |
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| Pregame Introductions | |
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| Traditional Incentives: Price-Based or Sales Promotions | |
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| Sport Consumer Behavioral Response Incentives | |
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| Implementing the Incentive Plan | |
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| Incentive Plan Checklist | |
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| Postgame Wrap-Up | |
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| Training the Sport Ticket Sales Staff | |
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| Pregame Introductions | |
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| What Every Prospective Salesperson Needs to Know | |
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| Recruiting | |
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| Interviewing | |
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| Training and Orientation | |
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| Building a Sales Culture | |
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| Retaining and Motivating the Sales Staff | |
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| Academic Preparation | |
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| Postgame Wrap-Up | |
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| Generating Ticket Sales in Sport | |
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| Pregame Introductions | |
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| Defining Sales | |
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| The Sales Process | |
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| Selling Products Unique to the Sport Industry | |
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| Putting It All Together: The Ticket Sales Department | |
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| Postgame Wrap-Up | |
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| Sport Ticket Customer Service and Retention | |
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| Pregame Introductions | |
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| Defining Relationships | |
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| Defining Customer Service | |
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| What Customers Expect | |
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| Post-Game Wrap-Up | |
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| Sport Sponsorship Fundamentals | |
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| Pregame Introductions | |
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| Sponsorship Defined | |
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| Sport Sponsorship Platforms | |
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| Sponsorship Management | |
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| Setting and Prioritizing Sponsorship Objectives | |
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| Postgame Wrap-Up | |
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| Sport Sponsorship Sales | |
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| Pregame Introductions | |
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| Sport Sponsorship Sales Force Management | |
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| Sales Process: Eduselling | |
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| Identify the Prospect | |
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| Prepare "How-to" Guides | |
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| Partner With the Prospect | |
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| Schedule a Product Sampling Experience | |
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| Design Follow-Up Procedures | |
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| Make the Offer | |
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| Close the Deal | |
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| Complete Aftermarketing Sales and Follow-Up | |
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| Complete an Evaluation and Provide Feedback | |
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| Postgame Wrap-Up | |
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| Sport Sponsorship Activation | |
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| Pregame Introductions | |
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| Sponsorship Activation | |
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| Research and Evaluation | |
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| Sponsorship Renewal | |
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| Postgame Wrap-Up | |
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| Promotional Merits of Sport Licensing | |
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| Pregame Introductions | |
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| Sport Licensing Marketplace | |
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| Licensing as a Promotion and Profit-Generating Tool | |
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| Promotion Through Licensing | |
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| Promotion of the Licensing Program | |
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| Licensed Property Protection | |
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| Licensing Program Leadership | |
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| Postgame Wrap-Up | |
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| E-Commerce as a Promotional Tool in Sport | |
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| Pregame Introductions | |
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| The Internet and Sport Promotion | |
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| Web Content | |
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| Extending the Boundaries of the Stadium | |
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| Postgame Wrap-Up | |
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| Sport Brand Communications | |
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| Pregame Introductions | |
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| Importance of a Strategic Focus | |
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| Modes of Brand Communication | |
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| Postgame Wrap-Up | |
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| Sport Promotion and Sales Risk Management | |
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| Pregame Introductions | |
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| Risk Management Cycle | |
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| Legal Principles for the Sport Promotion Manager | |
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| Case Studies | |
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| Postgame Wrap-Up | |
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| Redbirds FansFirst Plan 2001 | |
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| Memphis Redbirds Sponsor Survey | |
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| Endnotes | |
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| Index | |
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| About the Authors | |