Strategic Sport Communication

Sport's rising influence fuels innovative communication strategies linking teams, athletes, and fans. This text navigates the evolution of sport communication, examining its history, career prospects, cultural challenges, and digital trends while bridging theory with practical marketing and crisis management techniques.
Sport continues to experience unprecedented popularity, with growth driven by the evolving ways in which sport teams, athletes, and media communicate with their audiences and fan bases. In turn, the dynamic world of sport communication offers burgeoning career opportunities for students skilled in communication and passionate about sport.

No other college text explains the nuances of the field more effectively than Strategic Sport Communication. Now in its fourth edition, the text blends theory and research with practical approaches and current examples to provide students with a comprehensive examination of all aspects of sport communication.

The text boasts an unparalleled authorship team of international sport communication scholars, educators, and practitioners and aligns with the Common Professional Component topics outlined by the Commission on Sport Management Accreditation (COSMA).

The updated edition features a two-part structure. The opening chapters present the history of the field, career opportunities available to aspiring sport communicators, and an examination of the intersection between sport communication and today’s sociological and cultural issues, such as gender and sexuality, race and ethnicity, and nationalism.

Part II is dedicated to the Strategic Sport Communication Model (SSCM), bridging theory and practice by detailing the three main components of sport communication: personal and organizational aspects of sport communication, mediated communication in sport, and sport communication services and support systems.

Mass media and their shifting and converging roles in the sport communication space are explored, while special attention is given to digital sport media, including Internet usage in sport and the Model for Online Sport Communication (MOSC), espousing seven central aspects of sport websites. The text is rounded out by chapters focusing on integrated marketing communication, including advertising, sponsorships, athlete endorsements, and data analytics; public relations and crisis communications; and sport communication research.

Additional updates and new features of the fourth edition include the following:

• The suite of instructor ancillaries and student resources is the most comprehensive of any sport communication text. These resources are delivered in HKPropel, with case studies and Issues in Sport Communication activities and questions assignable to students within this platform.
• The Digital, Mobile, and Social Media in Sport chapter has been updated to address the latest technological advancements, such as mobile devices, social media, influencers, streaming services and video, virtual reality, and augmented reality.
• New case studies, job listings, and sport communicator profiles are included in each chapter, providing examples of sport communication in action and highlighting key players in the industry and career opportunities for students.

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