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There is currently ncomprehensive reference work bringing both sports management and sports marketing all together in one place This encyclopedia is designed tfill this gap in the literature On the management side, it introduces principles and procedures of economics, budgeting and finance, leadership, governance, communication, business law and ethics, and human resource practices, all in the sports context On the marketing side it explores twbroad streams: marketing of sport and sport-related products and using sport as a platform for marketing non-sports products, as seen in celebrity endorsements of a particular brand of watch or the corporate sponsorship of a tennis tournament
