Sports beyond sports...

Prof. John Davis

Dubai: Sports is not just the war on the arena. It has innumerable faces and using sports for camaraderie and marketing is just one among them.The newly launched book, SPORTS MARKETING-creating long term value, written by Prof. John Davis, Dean of SP Jain, unravels many mysteries and hidden wires behind sports. Jessica Hilbert, University of Oregon, US is the co-author of the book.

In the book, he connects sports with corporate world and explains the positive energy oozes out of this partnership. The book's launch was ideal as it happened in the wake of the thunderous success

of The Dubai Corporate Sports Tournament. This sports extravaganza has been created to stimulate teamwork among employees of corporate world. Apart from promoting health and fitness in the work place, the main agenda behind this sports event was to improve communication and relationship within teams and encourage honorable competition among companies.

Written in a accessible and succinct style, the text book illustrates key themes with clear graphics and relevant real-world examples. It discusses significant elements of marketing theory and the latest practices to allow undergraduate and graduate students to understand both traditional and more recent sports marketing practices. The book also explores the latest sports marketing business practices, helping marketers making effective management and marketing investment decisions. This comprehensive book discusses relevant marketing theory and related practices within sports marketing.

S P Jain School of Global Management is the official sports sponsor of the entire tournament held in Dubai Sports City.

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