Full Description
Sales and Revenue Generation in Sport Business, Second Edition, delivers a comprehensive, applied exploration of how sport organizations generate revenue across all major channels, including ticketing, sponsorship, fundraising, media, merchandising, and digital platforms.
Each chapter is built around the proven five-step PRO method (prospect, probe, provide, propose, protect), a clear, repeatable sales framework students can immediately apply in real-world scenarios. This method emphasizes actionable skill development and equips students with practical strategies they can apply across settings—professional, collegiate, and amateur sport.
This edition has been modernized to reflect the rapidly evolving sport industry, with a strong emphasis on digital transformation; post-COVID adaptations; name, image, and likeness (NIL) deals; and emerging revenue opportunities. In addition to an all-new full-color design, this edition includes the following updates:
Significant expansions to the PRO method framework, with the inclusion of current industry data, modern sales technology (including AI and CRM tools), and realistic activities and role-play
Expanded coverage of diverse revenue generation channels, including ticketing, streaming, fundraising, merchandising, social media, and digital channels
Real-world examples, case studies, and industry-based learning activities throughout the text, translating theory into practice
Supplemental online materials—including video introductions to each chapter, interactive scenarios, and sales script templates—to provide students with practical tools and actionable sales guidance
Insight into future trends in revenue generation, exploring sport betting, NIL policy, global industry growth, and emerging technologies such as artificial intelligence (AI), virtual reality (VR), and biometric data
This text ensures students are working with the most current, comprehensive, and real-world-focused content on sport sales and revenue generation. Dedicated sidebars discussing the differences between B2B and B2C sales, and how to approach each, provide students with a well-rounded understanding of sales, allowing them to better prepare for any sales career path in the sport industry.
Sales and Revenue Generation in Sport Business, Second Edition, is designed to give students the practical knowledge they need to understand the sales process and how to successfully apply the PRO method of sales across each revenue stream. Armed with this foundational knowledge, they will be better prepared to begin and succeed in a career in sport business.
Note: A URL to access the online materials is included in this print book.
Contents
Chapter 1. Introduction to Sales and Revenue Generation in Sport Business
"You Sell, You Stay": The Importance of Generating Revenue
Revenue-Generating Jobs in Sport
Preparing for a Sales Job in the Sport Industry
Business-to-Business Versus Business-to-Consumer Sales
Inventory in Sport: You Can Monetize Almost Anything
Characteristics of Effective Salespeople, or Revenue Generators
Summary
Applied Learning Activities
Case Study
Chapter 2. The Revenue Generation Process: Selling With the PRO Method
Selling in the Sport Industry
The Sport Sales Process and the PRO Method
Summary
Applied Learning Activities
Case Study
Chapter 3. Ticket Sales for Revenue Generation
Background of Ticket Sales for Revenue Generation
Foundation of Ticket Sales for Revenue Generation
Selling Tickets With the PRO Method
Future of Ticket Sales for Revenue Generation
Summary
Applied Learning Activities
Case Study
Chapter 4. Broadcasting and Multimedia Revenues
Broadcasting and TV Viewership of Sport Events
PRO Method Sales in the Digital Age
Summary
Applied Learning Activities
Case Study
Chapter 5. Sponsorship Sales and Revenues
Sponsorship Defined
Economics of Sponsorship in Sport
Sponsorship Platforms
Sponsorship Activation and Fulfillment
Sponsorship Programs and Proposals
Applying the PRO Method to Sponsorship Sales
Summary
Applied Learning Activities
Case Study
Chapter 6. Corporate and Foundation Revenues
Corporate Social Responsibility
Corporate Giving
Philanthropic Foundations
Applying the PRO Method to Corporate and Foundation Fundraising
Summary
Applied Learning Activities
Case Study
Chapter 7. Fundraising and Development in Sport
Ethical Considerations in Development
Types of Giving
Models of Fundraising in Various Types of Sport Organizations
Applying the PRO Method to Development and Fundraising
Understanding Grants
Summary
Applied Learning Activities
Case Study
Chapter 8. Food and Beverage, Hospitality, Tourism, and Merchandising Revenues
Food and Beverage Sales and Revenues
Sport Tourism Sales and Revenues
Hospitality Sales and Revenues
Merchandising and Licensing Sales and Revenues
Applying the PRO Method to Food and Beverage, Hospitality, Tourism, and Merchandising Summary
Applied Learning Activities
Case Study
Chapter 9. Social Media for Revenue Generation
Growth of Social Media in Sport
Social Media Platforms in Sport
Selling Sport Versus Selling Through Sport Using Social Media
Using the PRO Method for Social Media Revenue Generation
Measuring Success: Impressions, Engagements, and Ratios
Social Media Netiquette
Summary
Applied Learning Activities
Case Study
Chapter 10. Sales Force Management
Sales Force Management and Human Resources
Sales and Motivation
Applying Motivational Theories to Sales
Leading the Sales Force
Summary
Applied Learning Activities
Case Study
Chapter 11. Current and Emerging Trends in Revenue Generation
Do You Want to Work in the Sport Industry?
The PRO Method Moving Forward
New Revenue Trends
Crisis Management
Summary
Applied Learning Activities
Case Study
