Marketing and the world of sport overlap in two main ways: in the marketing of sports related products and services, and in the use of sports events to market a broader range of products and services. Marketing the Sports Organisation introduces the most effective marketing methods and tools available to sports organizations, and offers practical,

Alain Ferrand is Professor of Marketing at the University of Poitiers, Director of the Business and Research Centre (CEREGE), Director of the Masters in Sport Organisations Management conducted in French, and an Associate Professor at the University of Turin and the Scuola Dello Sport, Rome (Italian Olympic Committee - CONI Servizi).



Scott McCarthy has been Chief Executive of the British Judo Association since 2002. Before that he was Chief Executive of the Irish Basketball Association and spent ten years as a Foreign Service Officer for the United States Department of State.

Introduction 1. Sports Organisation Marketing: A Review 2. Relationship Marketing in the World of Sport 3.Strategic Analysis for Relationship Marketing 4.Implementing the Relationship Marketing Strategy 5. Conclusion and Perspectives