"This book helps students prepare for careers in the fast-paced world of sport marketing, as well as provides a resource for practitioners looking for the latest information in the field. The book offers abundant examples of the latest issues in the competitive marketplace"--

Starting a race in first place, pole position, is the goal of every race driver. This is even more pronounced in Formula One (F1) racing as the road courses they race are more difficult to pass on, providing an additional advantage to starting on the pole. However, their unique standing starts...

The Consumer Perception Index (CPI) was utilized to measure consumer perceptions surrounding the 1998 and 2000 Super Bowls specific to volume consumption, and perceptions toward sponsorship, advertising, commercialization, and purchase behavior. Results of t-tests suggest a growing trend in...