Author: Stephen F. Ross
Publisher: Stanford University Press
ISBN: 080476977X
Category : Business & Economics
Languages : en
Pages : 233
Book Description
Fans of baseball, football, basketball, and hockey have long been exploited and oppressed by the monopolistic practices of team owners. The time has come for a revolution in the organization of major U.S. sports! Fans of the World, Unite! is a clarion call to sports fans. Appealing to anyone who is in despair due to the greed and incompetence of team owners, this book proposes a significant restructuring of sports leagues. It sets out a rational program for a revolution that will serve the best interests of the fans and of the sport itself. But Stephen F. Ross and Stefan Szymanski are no Marxists: they show how a revolution in the organization of sports might even benefit the owners. By harnessing the power of markets, sports leagues can be made both more responsive to the needs of the fans, and more efficient. Ross and Szymanski have spent many years evaluating the ways in which leagues work across the globe. Drawing on their extensive study of leagues, the authors boil down their plan to two major reforms. Borrowing from NASCAR, they propose that team owners should not own sports leagues as well. Rather, league ownership should be separate. Their second proposal is drawn from soccer: introduce competition through a promotion and relegation system. In this type of system, the worst teams in the league are kicked out at the end of the season and replaced by the best performing teams in the next division down. This gives poor performing teams incentive to step up their game, and allows fresh blood to enter the leagues if the poor performers fail to do so. The main goal of these reforms is to align the financial interest of those who own the league with the best interests of the fans and the sport. Having laid out the problem and the solution, the authors skillfully address practical implications of introducing their scheme, suggesting how leagues might at least make some changes, if not all of those suggested. The time for change has come! Armed with this book, and with fairness on their side, fans can set forth to begin a revolution.
Fans of the World, Unite!
Author: Stephen F. Ross
Publisher: Stanford University Press
ISBN: 080476977X
Category : Business & Economics
Languages : en
Pages : 233
Book Description
Fans of baseball, football, basketball, and hockey have long been exploited and oppressed by the monopolistic practices of team owners. The time has come for a revolution in the organization of major U.S. sports! Fans of the World, Unite! is a clarion call to sports fans. Appealing to anyone who is in despair due to the greed and incompetence of team owners, this book proposes a significant restructuring of sports leagues. It sets out a rational program for a revolution that will serve the best interests of the fans and of the sport itself. But Stephen F. Ross and Stefan Szymanski are no Marxists: they show how a revolution in the organization of sports might even benefit the owners. By harnessing the power of markets, sports leagues can be made both more responsive to the needs of the fans, and more efficient. Ross and Szymanski have spent many years evaluating the ways in which leagues work across the globe. Drawing on their extensive study of leagues, the authors boil down their plan to two major reforms. Borrowing from NASCAR, they propose that team owners should not own sports leagues as well. Rather, league ownership should be separate. Their second proposal is drawn from soccer: introduce competition through a promotion and relegation system. In this type of system, the worst teams in the league are kicked out at the end of the season and replaced by the best performing teams in the next division down. This gives poor performing teams incentive to step up their game, and allows fresh blood to enter the leagues if the poor performers fail to do so. The main goal of these reforms is to align the financial interest of those who own the league with the best interests of the fans and the sport. Having laid out the problem and the solution, the authors skillfully address practical implications of introducing their scheme, suggesting how leagues might at least make some changes, if not all of those suggested. The time for change has come! Armed with this book, and with fairness on their side, fans can set forth to begin a revolution.
Publisher: Stanford University Press
ISBN: 080476977X
Category : Business & Economics
Languages : en
Pages : 233
Book Description
Fans of baseball, football, basketball, and hockey have long been exploited and oppressed by the monopolistic practices of team owners. The time has come for a revolution in the organization of major U.S. sports! Fans of the World, Unite! is a clarion call to sports fans. Appealing to anyone who is in despair due to the greed and incompetence of team owners, this book proposes a significant restructuring of sports leagues. It sets out a rational program for a revolution that will serve the best interests of the fans and of the sport itself. But Stephen F. Ross and Stefan Szymanski are no Marxists: they show how a revolution in the organization of sports might even benefit the owners. By harnessing the power of markets, sports leagues can be made both more responsive to the needs of the fans, and more efficient. Ross and Szymanski have spent many years evaluating the ways in which leagues work across the globe. Drawing on their extensive study of leagues, the authors boil down their plan to two major reforms. Borrowing from NASCAR, they propose that team owners should not own sports leagues as well. Rather, league ownership should be separate. Their second proposal is drawn from soccer: introduce competition through a promotion and relegation system. In this type of system, the worst teams in the league are kicked out at the end of the season and replaced by the best performing teams in the next division down. This gives poor performing teams incentive to step up their game, and allows fresh blood to enter the leagues if the poor performers fail to do so. The main goal of these reforms is to align the financial interest of those who own the league with the best interests of the fans and the sport. Having laid out the problem and the solution, the authors skillfully address practical implications of introducing their scheme, suggesting how leagues might at least make some changes, if not all of those suggested. The time for change has come! Armed with this book, and with fairness on their side, fans can set forth to begin a revolution.
Sports Talk
Author: Alan Eisenstock
Publisher: Simon and Schuster
ISBN: 1439183236
Category : Performing Arts
Languages : en
Pages : 280
Book Description
A Journey inside the World of Sports Talk Radio Their voices explode over the airwaves -- with names like Mike and the Mad Dog, the Stinkin' Genius, Hacksaw, and JT the Brick. They broadcast in drive time and downtime, from rush hour to the dead of night. And yet, millions of fans tune in around the clock to hear their favorite larger-than-life radio personalities rant, rave, critique, predict, and mix it up with callers -- the dedicated fans of sports talk radio. Never before has this cloistered world opened its doors to a no-holds-barred, behind-the-scenes, full-access look at itself. Noted journalist (and fan) Alan Eisenstock embarks on a journey through the American sports radio landscape and gives readers a front-row seat -- from breakfast at the kitchen table of Eddie Andelman, Boston's godfather of sports radio, to the WFAN commissary with Mike and the Mad Dog in New York; from the plush home game room of Chicago's hot dog-vendor-turned-#1 DJ Mike North to the empty 3 AM studio parking garage with nationally syndicated JT the Brick. Eisenstock goes into the studios, homes, and lives of these and many other of America's hottest and most-listened-to sports talk hosts. Filled with hilarious and entertaining tales of what makes these hosts tick -- as well as the unbelievable stories of how they got where they are today -- Sports Talk paints a picture the fans never see. Eisenstock shows us the blood, sweat, and tears of program directors with their reputations on the line; hosts searching for career security; and station managers who are always eyeing the bottom line. And, of course, there are stories of the rabid, obsessed, and off-the-wall fans. Whether you're a sports fan or a sports talk junkie, you'll be hooked from the first page.
Publisher: Simon and Schuster
ISBN: 1439183236
Category : Performing Arts
Languages : en
Pages : 280
Book Description
A Journey inside the World of Sports Talk Radio Their voices explode over the airwaves -- with names like Mike and the Mad Dog, the Stinkin' Genius, Hacksaw, and JT the Brick. They broadcast in drive time and downtime, from rush hour to the dead of night. And yet, millions of fans tune in around the clock to hear their favorite larger-than-life radio personalities rant, rave, critique, predict, and mix it up with callers -- the dedicated fans of sports talk radio. Never before has this cloistered world opened its doors to a no-holds-barred, behind-the-scenes, full-access look at itself. Noted journalist (and fan) Alan Eisenstock embarks on a journey through the American sports radio landscape and gives readers a front-row seat -- from breakfast at the kitchen table of Eddie Andelman, Boston's godfather of sports radio, to the WFAN commissary with Mike and the Mad Dog in New York; from the plush home game room of Chicago's hot dog-vendor-turned-#1 DJ Mike North to the empty 3 AM studio parking garage with nationally syndicated JT the Brick. Eisenstock goes into the studios, homes, and lives of these and many other of America's hottest and most-listened-to sports talk hosts. Filled with hilarious and entertaining tales of what makes these hosts tick -- as well as the unbelievable stories of how they got where they are today -- Sports Talk paints a picture the fans never see. Eisenstock shows us the blood, sweat, and tears of program directors with their reputations on the line; hosts searching for career security; and station managers who are always eyeing the bottom line. And, of course, there are stories of the rabid, obsessed, and off-the-wall fans. Whether you're a sports fan or a sports talk junkie, you'll be hooked from the first page.
Real NASCAR
Author: Daniel S. Pierce
Publisher: Univ of North Carolina Press
ISBN: 0807833843
Category : Sports & Recreation
Languages : en
Pages : 362
Book Description
Pierce offers a revealing new look at NASCAR racing from its postwar beginnings on Daytona Beach and Piedmont dirt tracks through the early 1970s, when the sport spread beyond its Southern roots and gained national recognition.
Publisher: Univ of North Carolina Press
ISBN: 0807833843
Category : Sports & Recreation
Languages : en
Pages : 362
Book Description
Pierce offers a revealing new look at NASCAR racing from its postwar beginnings on Daytona Beach and Piedmont dirt tracks through the early 1970s, when the sport spread beyond its Southern roots and gained national recognition.
We Showed Baltimore
Author: Christian Swezey
Publisher: Cornell University Press
ISBN: 1501762834
Category : Sports & Recreation
Languages : en
Pages : 366
Book Description
In We Showed Baltimore, Christian Swezey tells the dramatic story of how a brash coach from Long Island and a group of players unlike any in the sport helped unseat lacrosse's establishment. From 1976 to 1978, the Cornell men's lacrosse team went on a tear. Winning two national championships and posting an overall record of 42–1, the Big Red, coached by Richie Moran, were the class of the NCAA game. Swezey tells the story of the rise of this dominant lacrosse program and reveals how Cornell's success coincided with and sometimes fueled radical changes in what was once a minor prep school game centered in the Baltimore suburbs. Led on the field by the likes of Mike French and Eamon McEneaney, in the mid-1970s Cornell was an offensive powerhouse. Moran coached the players to be in fast, constant movement. That technique, paired with the advent of synthetic stick heads and the introduction of artificial turf fields, made the Cornell offensive game swift and lethal. It is no surprise that the first NCAA championship game covered by ABC Television was Cornell vs. Maryland in 1976. The 16–13 Cornell win, in overtime, was exactly the exciting game that Moran encouraged and that newcomers to the sport wanted to see. Swezey recounts Cornell's dramatic games against traditional powers such as Maryland, Navy, and Johns Hopkins, and gets into the strategy and psychology that Moran brought to the team. We Showed Baltimore describes how the game of lacrosse was changing—its style of play, equipment, demographics, and geography. Pulling from interviews with more than ninety former coaches and players from Cornell and its rivals, We Showed Baltimore paints a vivid picture of lacrosse in the 1970s and how Moran and the Big Red helped create the game of today.
Publisher: Cornell University Press
ISBN: 1501762834
Category : Sports & Recreation
Languages : en
Pages : 366
Book Description
In We Showed Baltimore, Christian Swezey tells the dramatic story of how a brash coach from Long Island and a group of players unlike any in the sport helped unseat lacrosse's establishment. From 1976 to 1978, the Cornell men's lacrosse team went on a tear. Winning two national championships and posting an overall record of 42–1, the Big Red, coached by Richie Moran, were the class of the NCAA game. Swezey tells the story of the rise of this dominant lacrosse program and reveals how Cornell's success coincided with and sometimes fueled radical changes in what was once a minor prep school game centered in the Baltimore suburbs. Led on the field by the likes of Mike French and Eamon McEneaney, in the mid-1970s Cornell was an offensive powerhouse. Moran coached the players to be in fast, constant movement. That technique, paired with the advent of synthetic stick heads and the introduction of artificial turf fields, made the Cornell offensive game swift and lethal. It is no surprise that the first NCAA championship game covered by ABC Television was Cornell vs. Maryland in 1976. The 16–13 Cornell win, in overtime, was exactly the exciting game that Moran encouraged and that newcomers to the sport wanted to see. Swezey recounts Cornell's dramatic games against traditional powers such as Maryland, Navy, and Johns Hopkins, and gets into the strategy and psychology that Moran brought to the team. We Showed Baltimore describes how the game of lacrosse was changing—its style of play, equipment, demographics, and geography. Pulling from interviews with more than ninety former coaches and players from Cornell and its rivals, We Showed Baltimore paints a vivid picture of lacrosse in the 1970s and how Moran and the Big Red helped create the game of today.
Devotional Fanscapes
Author: Shalini Kakar
Publisher: Rowman & Littlefield
ISBN: 1793646287
Category : Social Science
Languages : en
Pages : 299
Book Description
Devotional Fanscapes: Bollywood Star Deities, Devotee-Fans, and Cultural Politics in India and Beyond examines how fans worship film stars as deities. Focusing on temples dedicated to Bollywood (Hindi cinema) stars and the artifacts produced by Hindi and Tamil cinema fans, Shalini Kakar illustrates how the fan constructs their identity as a devotee and that of the star as a deity. Extending her research from India to the US, Kakar highlights the transnational dimensions of this phenomenon to demonstrate the degree to which devotional fan practices (fan-bhakti) and fan artifacts can help us rethink art, religion, and politics. With its interdisciplinary approach, this book addresses how fan-bhakti is performed in the global landscape, in the process augmenting new religious models and identities based on the idea of the “cinematic sacred.” For more information, check out www.sacredfandom.com.
Publisher: Rowman & Littlefield
ISBN: 1793646287
Category : Social Science
Languages : en
Pages : 299
Book Description
Devotional Fanscapes: Bollywood Star Deities, Devotee-Fans, and Cultural Politics in India and Beyond examines how fans worship film stars as deities. Focusing on temples dedicated to Bollywood (Hindi cinema) stars and the artifacts produced by Hindi and Tamil cinema fans, Shalini Kakar illustrates how the fan constructs their identity as a devotee and that of the star as a deity. Extending her research from India to the US, Kakar highlights the transnational dimensions of this phenomenon to demonstrate the degree to which devotional fan practices (fan-bhakti) and fan artifacts can help us rethink art, religion, and politics. With its interdisciplinary approach, this book addresses how fan-bhakti is performed in the global landscape, in the process augmenting new religious models and identities based on the idea of the “cinematic sacred.” For more information, check out www.sacredfandom.com.
Bulls Markets
Author: Sean Dinces
Publisher: University of Chicago Press
ISBN: 0226821021
Category : History
Languages : en
Pages : 315
Book Description
An unvarnished look at the economic and political choices that reshaped contemporary Chicago—arguably for the worse. The 1990s were a glorious time for the Chicago Bulls, an age of historic championships and all-time basketball greats like Scottie Pippen and Michael Jordan. It seemed only fitting that city, county, and state officials would assist the team owners in constructing a sparkling new venue to house this incredible team that was identified worldwide with Chicago. That arena, the United Center, is the focus of Bulls Markets, an unvarnished look at the economic and political choices that forever reshaped one of America’s largest cities—arguably for the worse. Sean Dinces shows how the construction of the United Center reveals the fundamental problems with neoliberal urban development. The pitch for building the arena was fueled by promises of private funding and equitable revitalization in a long-blighted neighborhood. However, the effort was funded in large part by municipal tax breaks that few ordinary Chicagoans knew about, and that wound up exacerbating the rising problems of gentrification and wealth stratification. In this portrait of the construction of the United Center and the urban life that developed around it, Dinces starkly depicts a pattern of inequity that has become emblematic of contemporary American cities: governments and sports franchises collude to provide amenities for the wealthy at the expense of poorer citizens, diminishing their experiences as fans and—far worse—creating an urban environment that is regulated and surveilled for the comfort and protection of that same moneyed elite.
Publisher: University of Chicago Press
ISBN: 0226821021
Category : History
Languages : en
Pages : 315
Book Description
An unvarnished look at the economic and political choices that reshaped contemporary Chicago—arguably for the worse. The 1990s were a glorious time for the Chicago Bulls, an age of historic championships and all-time basketball greats like Scottie Pippen and Michael Jordan. It seemed only fitting that city, county, and state officials would assist the team owners in constructing a sparkling new venue to house this incredible team that was identified worldwide with Chicago. That arena, the United Center, is the focus of Bulls Markets, an unvarnished look at the economic and political choices that forever reshaped one of America’s largest cities—arguably for the worse. Sean Dinces shows how the construction of the United Center reveals the fundamental problems with neoliberal urban development. The pitch for building the arena was fueled by promises of private funding and equitable revitalization in a long-blighted neighborhood. However, the effort was funded in large part by municipal tax breaks that few ordinary Chicagoans knew about, and that wound up exacerbating the rising problems of gentrification and wealth stratification. In this portrait of the construction of the United Center and the urban life that developed around it, Dinces starkly depicts a pattern of inequity that has become emblematic of contemporary American cities: governments and sports franchises collude to provide amenities for the wealthy at the expense of poorer citizens, diminishing their experiences as fans and—far worse—creating an urban environment that is regulated and surveilled for the comfort and protection of that same moneyed elite.
Global Sport Business
Author: Hans Westerbeek
Publisher: Routledge
ISBN: 131799129X
Category : Business & Economics
Languages : en
Pages : 140
Book Description
Global Sport Business: The Community Impact of Commercial Sport involves a range of pressing issues that come with the arrival of sport as a commodity in the world economy. It can be argued that, throughout the past two centuries, sport has always been recognized as both a frivolous pursuit of spending leisure time with friends and family, and as an activity that has substantial commercial value to be mined by entrepreneurs. However, only during the most recent wave of globalization, spurred by technological advancements that have led to achieving global reach in regard to potential customers, has sport entered a global marketplace that offers tremendous financial rewards for those who manage to control international sport organizations and events. In this book, global sport business is viewed from a number of different perspectives including a value chain approach to describing the sport industry; the ever increasing impact of the international media on sport business; how globalization influences the style of (sport) management; how social capital can be generated through sport business; and the emergence of social sport business. Overall, the different contributors to the book reflect on how sport’s global (and as such commercial) attractiveness can, and often will impact locally, on communities of people and individuals. This book was published as a special issue of Sport in Society.
Publisher: Routledge
ISBN: 131799129X
Category : Business & Economics
Languages : en
Pages : 140
Book Description
Global Sport Business: The Community Impact of Commercial Sport involves a range of pressing issues that come with the arrival of sport as a commodity in the world economy. It can be argued that, throughout the past two centuries, sport has always been recognized as both a frivolous pursuit of spending leisure time with friends and family, and as an activity that has substantial commercial value to be mined by entrepreneurs. However, only during the most recent wave of globalization, spurred by technological advancements that have led to achieving global reach in regard to potential customers, has sport entered a global marketplace that offers tremendous financial rewards for those who manage to control international sport organizations and events. In this book, global sport business is viewed from a number of different perspectives including a value chain approach to describing the sport industry; the ever increasing impact of the international media on sport business; how globalization influences the style of (sport) management; how social capital can be generated through sport business; and the emergence of social sport business. Overall, the different contributors to the book reflect on how sport’s global (and as such commercial) attractiveness can, and often will impact locally, on communities of people and individuals. This book was published as a special issue of Sport in Society.
The Global Football League
Author: P. Millward
Publisher: Springer
ISBN: 0230348637
Category : Sports & Recreation
Languages : en
Pages : 229
Book Description
This book tackles issues of globalization in the English Premier League and unpicks what this means to fan groups around the world, drawing upon a range of sociological theories to tell the story of the local and global repertoires of action emanating from the popular protests at Liverpool and Manchester United football clubs.
Publisher: Springer
ISBN: 0230348637
Category : Sports & Recreation
Languages : en
Pages : 229
Book Description
This book tackles issues of globalization in the English Premier League and unpicks what this means to fan groups around the world, drawing upon a range of sociological theories to tell the story of the local and global repertoires of action emanating from the popular protests at Liverpool and Manchester United football clubs.
Fundamentals of Sport Management
Author: Robert E. Baker
Publisher: Human Kinetics
ISBN: 1492581399
Category : Business & Economics
Languages : en
Pages : 266
Book Description
Fundamentals of Sport Management presents foundational knowledge of sport management and what sport managers do to help readers prepare for advanced study or practice in the field. An excellent reference for students or professionals, Fundamentals of Sport Management offers insights into the exciting field, the impact of the sport industry, and the possibilities for employment in sport. Written by an author team with experience in both the academic world and sport industry, Fundamentals of Sport Management combines introductory concepts with practical information in sport management. The text begins with a discussion of the origins and development of the field, professional associations, essential components of professional preparation, and potential paths to employment. The various chapters in the text cover everything from managerial principles and sport policy to marketing, economics, and ethics in sport. By presenting an overview of the areas involved in sport management, the text allows readers to focus their efforts to prepare for further study, research, and career opportunities. Throughout the text, unique learning features keep readers engaged with the content and focused on key information: • Chapter objectives and opening scenarios introduce important concepts in each chapter. • Management Insights explain the background of relevant sport management issues. • Quick Facts highlight surprising facts about sport management. • International Application sidebars detail the global significance of and global applications for sport busines• Success •Story segments profile individuals working in sport management. • Quotes offer meaningful insights from experts in the field. • The Short of It sections present summaries at the end of each chapter. Appendixes include a list of online and print resources for further study as well as tips on applying the principles of sport management to various positions in the sport industry. These features and resources will help build enthusiasm among readers and open their eyes to the opportunities in the field. Concise, informative, and practical, Fundamentals of Sport Management addresses the academic foundations of the field for a broad audience while providing real-world examples of sport management. This resource is ideal for those engaging in the field of study for the first time (such as high school and undergraduate students) or those seeking an overview of the career options available in sport management (such as professionals exploring a career change). For practitioners, Fundamentals of Sport Management makes a quick reference for basic information on a range of areas in sport management. This text is part of Human Kinetics’ Fundamentals of Sport and Exercise Science series. The series helps students and professionals understand the basic topics, goals, and applications of the many subdisciplines in kinesiology. This and other books in the series provide a solid grounding that readers can use as a jumping-off point for further study.
Publisher: Human Kinetics
ISBN: 1492581399
Category : Business & Economics
Languages : en
Pages : 266
Book Description
Fundamentals of Sport Management presents foundational knowledge of sport management and what sport managers do to help readers prepare for advanced study or practice in the field. An excellent reference for students or professionals, Fundamentals of Sport Management offers insights into the exciting field, the impact of the sport industry, and the possibilities for employment in sport. Written by an author team with experience in both the academic world and sport industry, Fundamentals of Sport Management combines introductory concepts with practical information in sport management. The text begins with a discussion of the origins and development of the field, professional associations, essential components of professional preparation, and potential paths to employment. The various chapters in the text cover everything from managerial principles and sport policy to marketing, economics, and ethics in sport. By presenting an overview of the areas involved in sport management, the text allows readers to focus their efforts to prepare for further study, research, and career opportunities. Throughout the text, unique learning features keep readers engaged with the content and focused on key information: • Chapter objectives and opening scenarios introduce important concepts in each chapter. • Management Insights explain the background of relevant sport management issues. • Quick Facts highlight surprising facts about sport management. • International Application sidebars detail the global significance of and global applications for sport busines• Success •Story segments profile individuals working in sport management. • Quotes offer meaningful insights from experts in the field. • The Short of It sections present summaries at the end of each chapter. Appendixes include a list of online and print resources for further study as well as tips on applying the principles of sport management to various positions in the sport industry. These features and resources will help build enthusiasm among readers and open their eyes to the opportunities in the field. Concise, informative, and practical, Fundamentals of Sport Management addresses the academic foundations of the field for a broad audience while providing real-world examples of sport management. This resource is ideal for those engaging in the field of study for the first time (such as high school and undergraduate students) or those seeking an overview of the career options available in sport management (such as professionals exploring a career change). For practitioners, Fundamentals of Sport Management makes a quick reference for basic information on a range of areas in sport management. This text is part of Human Kinetics’ Fundamentals of Sport and Exercise Science series. The series helps students and professionals understand the basic topics, goals, and applications of the many subdisciplines in kinesiology. This and other books in the series provide a solid grounding that readers can use as a jumping-off point for further study.
Sport Teams, Fans, and Twitter
Author: Brandi Watkins
Publisher: Rowman & Littlefield
ISBN: 1498540066
Category : Language Arts & Disciplines
Languages : en
Pages : 149
Book Description
A strong relationship between sport fans and teams is an essential component for the success of the sport brand. This book provides an in-depth examination of the use of Twitter as a tool to enhance and maintain the fan-team relationship. As social media platforms have expanded beyond purely personal use, brands have had to adjust their strategic communication and marketing efforts. Drawing on research and theory from advertising, marketing, mass communication, and public relations, this book uses a mixed methods approach to better understand how online fan engagement using Twitter can help strengthen the fan-team relationship. Findings from this research has implications for the continued scholarly work on online engagement and relationship building as well as practical applications for effective use of Twitter as a strategic communication tool.
Publisher: Rowman & Littlefield
ISBN: 1498540066
Category : Language Arts & Disciplines
Languages : en
Pages : 149
Book Description
A strong relationship between sport fans and teams is an essential component for the success of the sport brand. This book provides an in-depth examination of the use of Twitter as a tool to enhance and maintain the fan-team relationship. As social media platforms have expanded beyond purely personal use, brands have had to adjust their strategic communication and marketing efforts. Drawing on research and theory from advertising, marketing, mass communication, and public relations, this book uses a mixed methods approach to better understand how online fan engagement using Twitter can help strengthen the fan-team relationship. Findings from this research has implications for the continued scholarly work on online engagement and relationship building as well as practical applications for effective use of Twitter as a strategic communication tool.