Sports Marketing: Sport as a tool for modern marketing

Few things have more visibility in the world than sports, so it's undoubtedly a fertile field for marketing—which doesn't mean things are any easier for professionals in the field. In sports, brands always depend on results, and what's worse: results are often at the mercy of almost unforeseeable circumstances. Francisco Paulo de Melo Neto (professor and vice-rector of EEFD-UFRJ) has thoroughly researched the history of sports marketing, with its major failures and successes, and has profiled the diverse types of spectators involved in this business. Sports marketing can be both a guide for those who want to benefit from sports and athletes as a marketing tool, and an almanac for the curious.