”Forget cars, computers, and cola. The most competitive arena in marketing is sports. Rein, Kotler, and Shields do a brilliant job in analyzing the issues involved in attracting elusive fans who have many more choices today than they have ever had.”-Al Ries, author, The Origin of Brands

“The Elusive Fan is the most thorough and comprehensive overview of the sports marketing industry I have seen. The insights and recommendations are a must read for anyone involved or interested in the field.”-Brian Billick, Head Coach, Baltimore Ravens

“The authors apply insightful consumer analysis and branding concepts to the practical problems of bringing people to games, attracting eyeballs to sports TV, and opening consumer wallets for merchandise.”-Professor Stephen A. Greyser, Richard P. Chapman Professor, Marketing/Communications, Harvard Business School

“The Elusive Fan is a must read for anyone interested in sports marketing strategies-and the 21st century world of sports in general.”-Bob Dekas, Coordinating Producer-College Basketball, CBS Sports

“Authors Rein, Kotler, and Shields have hit a home run. The Elusive Fan offers a detailed playbook for sports decision makers looking to up their game.”-Jonathan Hoenig, Fox News personality and portfolio manager at Capitalistpig Hedge Fund LLC

“The Elusive Fan is an essential primer for the past, present, and, most importantly, future of sports.”-Jeff Davis, author of Papa Bear: The Life and Legacy of George Halas

”Forget cars, computers, and cola. The most competitive arena in marketing is sports. Rein, Kotler, and Shields do a brilliant job in analyzing the issues involved in attracting elusive fans who have many more choices today than they have ever had.”-Al Ries, author, The Origin of Brands

“The Elusive Fan is the most thorough and comprehensive overview of the sports marketing industry I have seen. The insights and recommendations are a must read for anyone involved or interested in the field.”-Brian Billick, Head Coach, Baltimore Ravens

“The authors apply insightful consumer analysis and branding concepts to the practical problems of bringing people to games, attracting eyeballs to sports TV, and opening consumer wallets for merchandise.”-Professor Stephen A. Greyser, Richard P. Chapman Professor, Marketing/Communications, Harvard Business School

“The Elusive Fan is a must read for anyone interested in sports marketing strategies-and the 21st century world of sports in general.”-Bob Dekas, Coordinating Producer-College Basketball, CBS Sports

“Authors Rein, Kotler, and Shields have hit a home run. The Elusive Fan offers a detailed playbook for sports decision makers looking to up their game.”-Jonathan Hoenig, Fox News personality and portfolio manager at Capitalistpig Hedge Fund LLC

“The Elusive Fan is an essential primer for the past, present, and, most importantly, future of sports.”-Jeff Davis, author of Papa Bear: The Life and Legacy of George Halas

Today's sports fans are bombarded by choices. Traditional sports, such as baseball, football, and basketball, compete for fans' dollars with snowboarding, lacrosse, poker…even paintball. The old business formulas, developed in the age of three TV networks and creaky stadiums, no longer apply.

World-renowned communication expert Irving Rein, international marketing guru Philip Kotler, and communication specialist Ben Shields deliver an innovative new business model centered squarely on fan satisfaction and retention. They give you the tools to transform your sports product into an enduring brand-immune to the vagaries of winning and losing-that quickly adapts to changing market conditions. Along the way they illustrate their points with fascinating case studies, including

• Manchester United's transformation from a plucky home team to a billion-dollar international franchise
• Professional golf phenomenon Michelle Wie's quest to maximize her talents and marketability
• Southlake Carroll High School football team's benchmarking of professional and college football programs to build its own brand
• Daytona International Speedway's reinvention of fan intimacy

Combining expert analysis with field-tested strategies for winning hearts and minds, The Elusive Fan is your guide to surviving and thriving in today's ever-widening world of sports.

PART ONE: Reaching the Elusive Fan

1. The Fan Challenge

2. Sports in Trouble

3. How Fans Connect

PART TWO: Connecting to the Elusive Fan

4. Reinventing the Sports Brand

5. Generating the Sports Brand Transformation

6. Implementing the Sports Brand Transformation

7. Communicating the Sports Brand

PART THREE: Surviving in the Sports Fan Marketplace

8. Sustaining the Fan Connection

9. Successful Cases in Sports Branding

10. The Future of Fan Connection