PART ONE THE FOUNDATION OF SPORTS MARKETING 1: Introduction to Sports Marketing PART TWO MARKETING THROUGH SPORTS 2: Marketing Through Sports 3: Introduction to Sponsorship 4: Sponsorship Objectives and Components 5: The Sponsorship Commitment-Resources and Duration 6: Ambush Marketing 7: Leveraging 8: Selling the Sponsorship 9: Pre-Event Evaluation 10: Post-Event Evaluation 11: Sponsorship Foundation and Failure 12: Endorsements 13: Venue Naming Rights 14: Licensing PART THREE THE MARKETING OF SPORTS 15: Segmentation of the Sports Market 16: Product Decisions in Sports Marketing 17: Distribution Decisions in Sports Marketing 18: Pricing Decisions in Sports Marketing 19: Developing a Promotional Strategy for the Marketing of Sports Products PART FOUR EMERGING ISSUES IN SPORTS MARKETING 20: Relationship Marketing in the Business of Sports 21: The Role of the Technology in Sports Marketing 22: Controversial Issues in Sports Marketing APPENDICES A: Important Websites (URLs) for Sports Marketers B: Examples of University Licensing Criteria.