By Dr. Jessica Richards
This open textbook addresses a recognised gap in sport marketing education by presenting content that reflects the distinctive cultural, commercial, and community dynamics of sport in Australia. While much existing literature relies on international case studies, this resource situates theory and practice within the Australian sport ecosystem to enhance relevance for students and educators. Informed by the author’s experience as a sport management educator, researcher, and industry collaborator, the text integrates conceptual frameworks with applied insights drawn from contemporary sector developments. Ongoing engagement with students, sport organisations, and research on topics such as fan engagement, women’s sport, and inclusive practice has shaped the content. The textbook is designed to support accessible, practice-oriented learning and to foster critical understanding of sport marketing in diverse and evolving Australian contexts.
