Based on the carefully selected sports marketing cases of Tsinghua University, this book analyzes the excellent cases and award-winning reports in competitions, scrupulously discusses the forefront and hot issues about the sports industry. The content of this book is segmented by the subjects of sports marketing activities, and covering a wide range of marketing problems in different sports fields, such as sports events, professional sports clubs, stadiums and gymnasiums, and sporting goods manufacturing. Each case consists of three components: the case itself, the excerpts of case analysis report, and expert review. The cases feature rich information, the analysis reports are creative and operational, while expert reviews combine theory with practice.

Shi Dandan is partner of Inmai Media and holds a Finance EMBA from PBC School of Finance, Tsinghua University.

Chen Li is Ph.D., associate professor and director of The Department of Business Administration and Research from Beijing Sport University.

Hu Kai is Ph.D.and Deputy Director of the Center for Sports Industry Development Research from Tsinghua University.