Book Title: Sports marketing: An Australian perspective

Subtitle: Second edition. Version 0.1 (Beta). Last updated February 2026. Subject to revisions. Not for public distribution

by Jessica Richards

Book Description: This textbook was developed to better reflect the realities of sport marketing within the Australian context and to address a clear gap in existing resources available to students. Much of the current literature is grounded in international examples that do not always translate to the unique cultural, commercial, and community-based nature of Australian sport. Drawing on my experience as a sport management educator, researcher, and industry partner, this book brings together theory, practice, and real-world insights from across the sector. It has been shaped through ongoing engagement with students, the sport industry, and research in areas such as fan engagement, women's sport, and inclusive practice, with the aim of providing a relevant, applied, and accessible learning resource. This book aligns with the United Nations Sustainable Development Goal SDG 4 Quality education, supporting inclusive and affordable access to higher educational resources, SDG 5 Gender equality, SDG 10 Reduced inequalities, and SDG 11 Sustainable cities and communities.