Guy Masterman is a former international racquetball player and has worked in the sports and events industries for over 45 years. He has worked with several UK universities, New York University, Shanghai University of Sport and the Russian International Olympic University. His consultancy clients have included Coca-Cola, Chelsea FC, Team Scotland and international bodies such as the ATP Tour and the International Stoke Mandeville Wheelchair Sports Federation. He has been Sport England partnership chair and a director of the governing bodies for English boxing, baseball and softball and the English Institute of Sport Sheffield, and he sat on the 1985 World Games Organizing Board. His event work extends across all sectors and includes Euro '96, Nabisco Masters Doubles and the promotion of concerts for Ray Charles, B. B. King and James Brown. His research work focuses on strategic event planning and legacies as well as marketing communications and, in particular, sports sponsorship.

Introduction, 1. The Sports Event Industry, 2. Event Organizations, 3. The Sports Event Planning Process, 4. Impacts and Legacies, 5. Financial Planning and Control, 6. Event Revenue Maximization, 7. The Bidding Process, 8. Event Implementation, 9. Marketing Planning and Implementation, 10. Innovative Communications, 11. Sports Event Sponsorship, 12. Research and Evaluation