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• Cover
• Half Title
• Title Page
• Copyright Page
• Dedication
• Contents
• About the Authors
• Acknowledgments
• Introduction
• Objectives and Themes of the Book
• 1 Sport Communication, Strategic Communication, and Strategic Sport Communication: Defining Our Terms
• Key Aspects of Sport Communication
• Sport and Community
• Sport as Entertainment
• Sport and Social Justice
• Common Perspectives for Sport Communication
• Key Aspects of Strategic Communication
• Sport Communication as Strategic Communication
• Conclusion
• References
• 2 Sport as an Industry
• Sources of Revenue for Sport Organizations
• Tickets
• Merchandise
• Sponsorships and Endorsement
• Broadcasting Rights
• Social Media as an Asset
• Audience Building on Social Media
• Revenue Generation
• Sport Management
• Sport Economics
• Sport Marketing
• Advertising in Sport
• Sport Brands
• Sport Law
• Recommended additional readings
• Title IX
• Conclusion
• References
• 3 Sports Fans
• Be[com]ing a Sports Fan
• Fanship
• Fandom
• Gender Differences among Sports Fans
• Building Fan Identification
• Fan Behavior
• BIRGing
• CORFing
• COFFing
• BIRFing and CORSing
• COATing and FASTing
• Fan Behaviors Exchanged between Rival Fans
• Blasting (Cialdini & Richardson, 1980)
• GORFing (Havard, 2014)
• Schadenfreude
• Conclusion
• References
• 4 Scanning and Monitoring
• Scanning Defined
• SWOT, TOWS, and PEST Analyses: Techniques for Analyzing Scanning Data
• SWOT
• TOWS
• PEST
• Monitoring
• Deliverables from Scanning and Monitoring
• Running Example: Opportunity for Watford FC
• Running Example: Threat for the Los Angeles Dodgers
• References
• 5 Researching and Refining Opportunities and Threats
• Secondary Data Sources
• Collecting Primary Data
• Qualitative and Quantitative Research Methods
• Qualitative Methods of Data Collection
• Archival Sources
• Interviews, Focus Groups, and Observation
• In-depth Interviews
• Focus Groups
• Observational Research
• Thematic Analysis
• Deliverables
• Quantitative Methods of Data Collection
• Surveys
• Content Analysis
• Social Network Analysis
• Deliverables
• Running Example: Opportunity for Watford FC
• Running Example: Threat for the Los Angeles Dodgers
• References
• 6 Planning: Creating Guidance for Action
• Basic Terms: Goals and Objectives
• Target Segments
• Core Messages
• Media Selection
• Planning Documents
• Deliverables
• Running Example: Opportunity for Watford FC
• Running Example: Threat for the Los Angeles Dodgers
• References
• 7 Communicating: Creating the Final Messages
• Touchstones for Strategic Communication Messages.
• Recommendations for Informing People
• Recommendations for Persuading People
• Source
• Message
• Media/Channels
• Receivers
• Visual Communication
• Data Visualization
• Infographics
• Summary
• Deliverables and Delivery of Messages
• Running Example: Opportunity for Watford FC
• Running Example: Threat for the Los Angeles Dodgers
• References
• 8 Evaluating: Assessing Success or Failure and Learning
• Evaluation and Objectives
• Output and Outreach
• Outcome
• The Larger Organizational Goals
• Deliverables
• Conclusion
• Running Example: Threat for the Los Angeles Dodgers
• Running Example: Opportunity for Watford FC
• References
• 9 A Transmedia Narrative Transportation (TNT) Approach to Strategic Communication: An Alternative Perspective
• Being Non-linear: Agile Strategic Communication
• Trends Pressuring Strategic Communication to Become Agile
• Digital Channels
• Storytelling
• Stakeholder Engagement
• Co-creating Meaning
• The Transmedia Narrative Transportation (TNT) Approach to Strategic Communication
• Transmedia Storytelling
• Narrative Transportation Theory
• The TNT Approach Applied to Strategic Sport Communication
• Conclusion
• References
• 10 Culture and Sport
• Race and Sport
• Gender and Sport
• LGBTQ+ and Sport
• Sport and Disability
• Sport and Technology
• Second Screens, Fantasy Sports, and Sports Betting
• eSports
• References
• 11 Athlete Health and Safety
• Athlete Health and Safety
• Concussions: Chronic Traumatic Encephalopathy (CTE)
• “Doping”: Performance-Enhancing Drugs (PEDs)
• COVID-19 Pandemic
• Professional Athlete Health and Safety during the COVID-19 Pandemic
• Collegiate Athlete Health and Safety during the COVID-19 Pandemic
• Athlete Health and Safety: Technology
• Conclusion
• References
• 12 Crisis Communication and Reputation Management in Sports
• Basics of Crisis Management
• Crisis Communication and the Crisis Lifecycle
• Pre-Crisis
• Crisis Response
• Post-Crisis
• Unique Crisis Context for Sport
• Fans
• Sponsors
• Levels of Crisis
• Effects of the Sport Context on Crisis Communication
• Conclusion
• References
• Index