This book has become the standard by which other textbooks in the field are measured, and the third edition of this text once again raises that standard. The numerous updates and new material added throughout the book are based on the most up-to-date research and developments that have taken place in sport marketing, sport management, and the sport industry. As a result, "Fundamentals of Sport Marketing" is the most current, contemporary, and indispensable book on sport marketing that is available. To supplement the rich information in the textbook, case studies written about current topics relevant to each chapter have been added to this edition. In addition, the appendices contain directories of sport businesses, associations, trade publications, and academic journals; abstracts from recent research in sport marketing; and several examples of sport marketing research instruments.