How can people working in sport learn to become more effective managers? What are the key challenges face managers working in sport today?In this fully revised and updated edition of his classic introductory textbook, David Watt addresses the realities of working in contemporary sports management. From sports politics and strategy right the way through to personal development and training, the book offers a clear and accessible guide to the most important issues, challenges and practical techniques facing managers and administrators working in sport today.The third edition is divided into three sections. The first explores the wider context within which managers operate, including the international and domestic structure of sport; private, public and voluntary sectors, and issues of governance. The second section introduces the core principles of practical sports management, covering every key functional area from finance and event management to marketing and human resources. The concluding section explores the challenges faced by contemporary managers, from the business environment to managing change, and also looks at how managers can, and should, develop their own professional practice.Fully supported with case-studies, examples and data from the real world of sports management, and including useful references and guides to further resources throughout, this book is an essential course textbook for any student of sports management and for any sports management professional looking for a guide to best practice.