Reaching the elusive fan : The fan challenge; Sports in trouble; How fans connect
Connecting to the elusive fan: Reinventing the sports brand; Generating the sports brand transformation; Implementing the sports brand transformation; Communicating the sports brand
Surviving in the sports fan marketplace: Sustaining the fan connection; Successful cases in sports branding; The future of fan connection.
The elusive fan : reinventing sports in a crowded marketplace by Irving J. Rein. ISBN 0071454098. Published by McGraw-Hill in 2006. Publication and catalogue information, links to buy online and reader comments.