New book by Daniel Sá explores trends and challenges in sports marketing in Portugal

Daniel Sá, sports marketing specialist and executive director of IPAM, presented his latest book “Sports Marketing - More than a Game” on Wednesday, June 5. With this book, the author aims to identify the main trends and challenges facing sports marketing management in the future. 

The launch session, which took place in the IPAM Lisboa auditorium, was attended by Fernando Gomes, president of the Portuguese Football Federation (FPF), who also signed one of the prefaces. Frederico Annes, general director of the publishing house PACTOR, and Sérgio Khrithinas, executive director of Record, were also present as speakers.

This book seeks to give a historical context to the origins and evolution of sports marketing in Portugal, from 1990 until the beginning of the pandemic, and to unveil the main technologies and innovations that have (and will) radically change the landscape and consumption of sport in the future.

"I'm eternally passionate about sport.For as long as I can remember, it has always been a part of my life, whether through sport or my professional life. This book came about at a time when I felt the need to update the way sports marketing is viewed and professionalized in Portugal.I thought it was necessary to reflect on the marketing that began to be practiced in the field of sport at the end of the 1980s, as well as the evolution that was imposed by the pandemic and that changed the paradigm of this area worldwide,” reveals Daniel Sá, the author of the book.With direct and informal language, throughout its 304 pages, there are also testimonies and opinion articles by more than a dozen renowned personalities in the field of Sport (Miguel Maia, José Pedro Fontes or Carlos Resende), Marketing (Miguel Bento, José Francisco Neves and Hélder Ferreira), Communication (António Cunha e Vaz, José Carlos Lourinho, Carlos Coelho and Pedro Santana) and Academia (Pedro Sarmento, Marta Bicho, Gonçalo Caetano Alves, Carlos Melo Brito and Luiz Moutinho).

"The Portuguese Football Federation is delighted to be associated with the new book by Daniel Sá, a consensual, outstanding and indispensable voice in the analysis of Sports Marketing in Portugal. Sports Marketing is and will be of fundamental importance to the growth and affirmation of brands such as our national teams and the sporting events that the FPF represents,” says Fernando Gomes, president of the Portuguese Football Federation.

In addition to Fernando Gomes, the book also has forewords by Pedro Proença, president of Liga Portugal, and William Sutton, professor at the University of South Florida.The afterword was written by Carlos Sá, president of the Portuguese Association of Marketing Professionals (APPM).The author, Daniel Sá, is a well-known and respected figure in the Portuguese sports industry, 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 from today in the main national bookshops and on the LIDEL group website, at www.lidel.pt.

O lançamento do livro contou com o apoio do IPAM e insere-se nas atividades que a instituição está a promover para assinalar os seus 40 anos. 

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