Cover; Half Title; Title Page; Copyright Page; Table of Contents; List of figures; List of tables; List of contributors; Part I Macro perspective; 1 Introduction: sport marketing in a globalized marketplace; 2 Olympic brand image and values: a mix of marketing and philosophy; 3 Regulating sport leagues: the case of Hockey India League; 4 Giving sense to corporate social responsibility in sporting events; 5 The Dominican Republic and the development of the Major League Baseball Team Academy: De Campamentos a Escuelas; Part II Micro perspective 6 An exponential decay model: does the outcome of a football match influence the number of viewers watching advertisements on online broadcasting television?7 The European Customer Satisfaction Index and its usage in the area of sport; 8 Media relations in English football clubs; 9 Antecedents of customer loyalty: a case of low-cost fitness centers; 10 Multilevel mediational effects of attitude and intention toward the Green Olympic Games; Part III Promotional process; 11 Framing Paralympic sport to build audience interest: the effects of priming on visual attention, attitudes, and interest 12 Color rules! An examination of spectators' color preferences13 Gender and advertising: techniques and consumer response in NASCAR; 14 Examining the effects of corporate renaming of a historic college football stadium; 15 Consumer-perceived branding effects of sport sponsorship in China: impacts of three large-scale events; Index.