To be successful in sports marketing today, one needs not only basic marketing knowledge but also a deeper understanding of the unique aspects of sports. Those who want to rise to the top with innovative marketing concepts must also be familiar with and master the latest international sports marketing trends. Brand management, sports sponsorship, neuromarketing, social media, and much more: how to operate successfully in sports marketing is detailed in this standard work by Gerd Nufer and André Bühler, now in its third edition. Renowned experts from the sports business provide a solid and practical explanation of the necessary professional foundations of sports marketing, the two perspectives of marketing sports and marketing with sports, current trends and developments in sports marketing, as well as the state and future prospects of sports marketing.