Books in the Sport Commerce and Culture series

Explores the localized logics and practices underlying the marketing initiatives of major conglomerates and their increasing influence on the shaping and experiencing of national cultures. This book provides an analysis of the growing evolution of marketing strategies in the world of sport.

Provides a comprehensive analysis of global sport sponsorship industry. This book covers topics including: the strategic nature of global sport sponsorship; the role of celebrities in global advertising; controversies surrounding conventional norms of what constitutes 'acceptable' sponsorship; and, using sponsorship to negotiate local markets.

Provides an examination and explication of qualitative research methods within sports studies. This book assesses a variety of approaches, ranging from personal narrative to ethnographic and interview-based qualitative research methodologies. The contributors outline the major issues and strategies associated with each method.

Explores the localized logics and practices underlying the marketing initiatives of major conglomerates and their increasing influence on the shaping and experiencing of national cultures. This book provides an analysis of the growing evolution of marketing strategies in the world of sport.

Provides a comprehensive analysis of the global sport sponsorship industry. Topics covered include the strategic nature of global sport sponsorship; the role of celebrities in global advertising; controversies surrounding conventional norms of what constitutes 'acceptable' sponsorship; and more.

Drawing on the diversity of sports studies literature, this book assesses approaches, ranging from personal narrative to ethnographic and interview-based qualitative research methodologies. It outlines the issues and strategies associated with the methods, and highlights practice exemplars. It is aimed at students and scholars of sports studies.