Table of Contents

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

About the Author

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.