Sales and Revenue Generation in Sport Business

David J. Shonk · James F. Weiner

thg 10 2021 · Human Kinetics

Giới thiệu về sách điện tử này

The ability to generate sources of revenue continues to be the most important skill for individuals working in the sport industry. Sales and Revenue Generation in Sport Business With HKPropel Access provides a comprehensive overview of the many ways in which sport organizations generate revenues, and it teaches students the practical concepts they will need for success.

Going beyond theoretical concepts of sales and sales management, the authors present an applied approach to revenue generation in sport: the PRO method of sales (PROspect, PRObe, PROvide, PROpose, PROtect). Students will learn how this proven five-step process for generating revenue is applicable across all avenues in sport business, including ticket sales, broadcasting and media revenue, sponsorships, corporate giving and foundation revenue, fundraising and development, grant writing, concessions, merchandising, and social media. The text covers how this sales strategy can be applied across the broad industry of sport—from professional sport and intercollegiate and interscholastic athletics to amateur sport and organizations in recreational settings—equipping students for meaningful careers with longer-lasting success within any segment of the sport industry they enter.

Throughout the text, themed sidebars provide examples of industry best practices and successful sales strategies. Case studies in each chapter, plus discussion questions, enhance the learning experience. Plus, related online learning activities delivered through HKPropel offer practical interactive scenarios that will better prepare students to enter the sport industry. Organized by function of revenue generation, each section offers a video, an interactive scenario activity that can be assigned by instructors, and sales script templates that may be downloaded and edited for a specific application.

Sales and Revenue Generation in Sport Business 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. Armed with this foundational knowledge, they will be better prepared to begin and succeed in a career in sport business.

Note: A code for accessing HKPropel is not included with this ebook but may be purchased separately.

Giới thiệu tác giả

David Shonk, PhD, is a professor in sport and recreation management at James Madison University, where he has taught courses on sales and marketing. In these courses, he has implemented a calling program for students and sales role-playing.

Shonk served as a marketing director for a Pittsburgh Pirates and Colorado Rockies professional baseball affiliate, where he was vitally involved in direct sales, marketing and promotion, telemarketing, ticketing, and concessions management. He has prior experience as a development director in the nonprofit sector, where he was involved in sales, fundraising and event planning.

Shonk is the editor of Sport Management Education Journal and a coauthor of Managing Sport Events.

James Weiner, PhD, is an assistant professor in sport management at the University of Tampa, where he teaches classes in sport finance, sport marketing, and several contemporary issues, including sport sponsorship and multimedia sales. Weiner actively researches the sales process itself, including publications centered around sport sales classes in higher education, and his dissertation targeted several elements of service quality among box office sales representatives in college athletics.

Prior to entering academia, Weiner served as the general manager of sales and service for Duke University as an employee of IMG Learfield Ticket Solutions, an organization that offers ticket revenue generation solutions for college athletics departments. He also has prior experience as a senior account executive and has been responsible for selling single, group, season, and corporate tickets in the college athletics landscape.

Weiner has been published in several journals, including Sport Management Education Journal.