Woodbine Wafflers, Solid Citizens and the Chumley-Warner Syndrome – Time for Sport Marketeers to Get on the Ball

Woodbine Wafflers, Solid Citizens and the Chumley-Warner Syndrome – Time for Sport Marketeers to Get on the Ball

Room G01 – Clore Management Centre,
Birkbeck College,
Torrington Square,
London WC1 7HX

Wednesday 17th May 2006 at 6pm

Given by:

Dr Simon Chadwick, Birkbeck Sport Business Centre, University of London


Fans may question the need for it, managers often don’t do it very well and academics frequently sneer at it, but sport marketing is here to stay. This presentation initially sets out to identify some of main reasons why marketing in sport has emerged and contends that effective development and management of sport marketing is central to the future of sport. It will be argued that sport displays unique features that require careful management by marketers, which thereby creates particular challenges and opportunities for them. As such, issues the presentation will address are: what is sport marketing and to whom should it be addressed? Emerging from this, some key developments in sports marketing are highlighted and examined, most notably branding, fan behaviour, sponsorship, innovation and creativity. The presentation concludes by charting a way ahead for sport marketers.


Simon is Programme Director of the MSc Sport Management and the Business of Football, and the MSc module manager for Strategic Sport Marketing and the Football Industry, at the University of London , where he is also a Director of the Birkbeck Sport Business Centre. He is Editor of the International Journal of Sports Marketing and Sponsorship and an Editorial Board Member for Sport Marketing Europe, the International Journal of Sports Marketing and Management, the International Journal of Sport Management, the Journal of Leisure, Sport and Tourism Education and the International Journal of Coaching Science. Simon is the founder and Chair of both the Academy of Marketing ‘s Sport Marketing Special Interest Group and the European Sport Marketing Network, and is a lead examiner for the Chartered Institute of Marketing’s Sport Marketing Certificate programme. He is co-editor of the books ‘The Business of Sport Management’ and ‘The Marketing of Sport’ (both published by Financial Times Prentice Hall), and Editor of Elsevier’s new Sports Marketing books series.


  • Beech, J., and Chadwick, S. (2006), The Marketing of Sport, Financial Times Prentice Hall (forthcoming)

For further details on this seminar series contact:

Sean Hamil
Department of Management
Birkbeck College
Malet Street
London WC1E 7HX

Tel: 020-7631 6763

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