Daniel Sá presents book 'Marketing Desportivo' in Porto

With this, his third book, the author aims to identify the main trends and challenges facing sports marketing management in the future.

The event was attended by Pedro Proença, president of Liga Portugal, who also signed one of the prefaces, and several influential personalities in sport and the media, such as Carlos Daniel, a journalist for RTP and Pedro Sarmento, a former professor at the Faculty of Sport at the University of Porto.

Throughout the session, Daniel Sá highlighted the growing importance of marketing in the development and projection of sport, underlining the paradigm shifts in the sports industry, which is increasingly “an entertainment industry, where those who present the most innovative proposals are the ones who have the public's attention”, as well as the technological innovations that have been transforming the sector. The book offers a complete overview of the impact of sports marketing, from its origins in Portugal to its global influence, and is considered a must-read for professionals in the field.

The launch was a success, reflecting the growing interest in sports marketing in the national and international context.

“The aim of this book is to help all those who want to work in this industry to change it faster. The future is going to be tough with sport and those who come up with the most innovative proposals will be the ones who seduce the audience. Sport is part of the huge entertainment industry and make no mistake: Cristiano Ronaldo is competing with Taylor Swift and Mickey Mouse,” says Daniel Sá. 

“To talk about Daniel Sá is to talk about one of the first people who started talking about professional soccer as an industry. I've been president of the League since 2015 and I immediately realized the importance of making a 'turn over' from what was the logic with which we viewed soccer, association soccer, to truly talking about the soccer industry. In this book, Daniel Sá points out clues as to where we will be in 10 years' time and how we will continue to consume soccer the way we do today,” commented Pedro Proença, who revealed that he had read the book in just one day. 

In addition to Pedro Proença, the book also has forewords by Fernando Gomes, president of the Portuguese Football Federation, and William Sutton, a professor at the University of South Florida. The afterword was written by Carlos Sá, president of the Portuguese Association of Marketing Professionals (APPM).

The book, published by PACTOR, also includes articles and testimonies from various renowned experts, reinforcing its relevance in the current sports and communications landscape.

The author, Daniel Sá, is a well-known and respected figure in the sports industry in Portugal, academics, clubs, federations, associations, sponsors and the media. As a researcher, he has led more than 40 projects in the field of sports marketing. He has presented several papers at national and international conferences and co-authored two books on sports marketing. He is currently the executive director and main coordinator of IPAM Porto.

The book is aimed at all those who study, work or aspire to be part of the Marketing and Sports industry, but also at all those who are passionate about sport. It is on sale in the main national bookshops and on the LIDEL group website, at www.lidel.pt.

This presentation was supported by IPAM and is part of the activities that the institution is promoting to mark its 40th anniversary.