Sales and Revenue Generation in Sport Business

Abstract

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 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. Organized by function of revenue generation, each section offers a video 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.