Sales and Revenue Generation in Sport Business

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.

Chapter 1. Introduction to Sales and Revenue Generation in Sport Business "You Sell, You Stay": The Importance of Generating Revenue Revenue-Generating Jobs in Sport Preparing for a Sales Job in the Sport Industry B2B Versus B2C Sales Inventory in Sport: You Can Monetize Almost Anything Characteristics of Effective Salespeople, or Revenue Generators Summary Applied Learning Activities Case Study Chapter 2. The Revenue Generation Process: Selling With the PRO Method Selling in the Sport Industry The Sport Sales Process and the PRO Method Step 1: PROspect for Qualified Customers Step 2: PRObe for Information With Open-Ended Questions Step 3: PROvide Solutions for the Customer's Needs Step 4: PROpose an Offer Step 5: PROtect the Relationship With Continuing Customer Service Summary Applied Learning Activities Case Study Chapter 3. Ticket Sales for Revenue Generation Background of Ticket Sales for Revenue Generation Foundation of Ticket Sales for Revenue Generation Selling Tickets With the PRO Method Future of Ticket Sales for Revenue Generation Summary Applied Learning Activities Case Study Chapter 4. Broadcasting and Multimedia Revenues Broadcasting and TV Viewership of Sport Events PRO Method Sales in the Digital Age Summary Applied Learning Activities Case Study Chapter 5. Sponsorship Sales and Revenues Sponsorship Defined Economics of Sponsorship in Sport Sponsorship Platforms Sponsorship Activation and Fulfillment Sponsorship Programs and Proposals Applying the PRO Method to Sponsorship Sales Summary Applied Learning Activities Case Study Chapter 6. Corporate and Foundation Revenues Corporate Social Responsibility Corporate Giving Philanthropic Foundations Applying the PRO Method to Corporate and Foundation Fundraising Summary Applied Learning Activities Case Study Chapter 7. Fundraising and Development in Sport Ethical Considerations in Development Types of Giving Models of Fundraising in Various Types of Sport Organizations Applying the PRO Method to Development and Fundraising Summary Applied Learning Activities Case Study Chapter 8. Grant Writing in Sport Understanding Grants Steps in Writing the Grant Proposal Writing and Submitting the Proposal Summary Applied Learning Activities Case Study Chapter 9. Food and Beverage, Hospitality, Tourism, and Merchandising Revenues Food and Beverage Sales and Revenues Sport Tourism Sales and Revenues Hospitality Sales and Revenues Merchandising and Licensing Sales and Revenues Applying the PRO Method to Food and Beverage, Hospitality, Tourism, and Merchandising Summary Applied Learning Activities Case Study Chapter 10. Social Media for Revenue Generation Growth of Social Media in Sport Social Media Platforms in Sport Selling Sport Versus Selling Through Sport Using Social Media Using the PRO Method for Social Media Revenue Generation Measuring Success: Impressions, Engagements, and Ratios Social Media Netiquette Summary Applied Learning Activities Case Study Chapter 11. Sales Force Management Salesforce Management and Human Resources Sales and Motivation Applying Motivational Theories to Sales Leading the Sales Force Summary Applied Learning Activities Case Study Chapter 12. Future Trends in Revenue Generation Do You Want to Work in the Sport Industry? The Pro Method Moving Forward New Revenue Trends Crisis Management Summary Applied Learning Activities Case Study