Discover the intricacies of sport consumer behaviour with this essential textbook, now in its fully revised second edition. Authored by leading sports marketing academics, this guide combines proven theories with the latest research and practical strategies. It’s an invaluable resource for students and industry professionals seeking to enhance their marketing effectiveness. Explore crucial topics like user experience, market segmentation, branding, decision-making, motivation, service quality, and the impact of sociocultural and technological advancements. This edition significantly expands on emerging areas including e-sports, gamification, wearables, and fan attitudes. Featuring international examples, it provides insights into consumer motivation, consumption drivers, and how design influences user experience to craft superior marketing solutions for the sport, recreation, and events sectors.