This book is for anybody who works with sports fans and who needs to understand more about CRM. There are so many great examples from sport and from other business areas to illustrate how to be more effective in how we manage our commercial relationships with fans and B2B contacts. It’s great to see so many examples from the MLS, NBA and NHL, with endorsements from leading figures in the sports industry. Fiona Green writes with authority, having seen the evolution of marketing in sports, not only in the UK, but across many different markets, and she clearly embraces newer forms of customer relationship management. This is a must read book for our many football business and sports students who will gain insight into the successful campaigns of some many sports clubs and sporting organisations