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.