Yesterday was the publication date of a book in which I wrote a chapter about the social media marketing efforts of the Emirates American Football League (EAFL). Recognizing the global role and relevance of American football, I wrote a chapter about the EAFL in the book The Routledge Handbook of International Sport Business profiling its social media strategy. Titled “Arabian Gulf Game Plan: The social media marketing strategy of the Emirates American Football League,” the chapter:
- Explores the origins of the EAFL.
- Looks to the future of American football in UAE.
- Shares the league’s social media strategy.
The Routledge Handbook of International Sport Business is an essential resource for any course on sport business, sport management or international business. The book offers the broadest and most in-depth guide to the key themes in international sport business today, covering every core area from strategy and marketing to finance, media, and the law. Each chapter examines a particular cross-section of business and sport, encompassing all levels from grassroots to professional and elite. Divided into seven major subject areas, it offers insights from experts on:
- International Sport Business Strategy.
- Sport Marketing.
- Sport Economics and Finance.
- International Sport Law.
- Sport Media and Communication.
- Sport Tourism.
- Sport Development.
I also presented my chapter to faculty, students, and staff at the American University in the Emirates (AUE). I joined with two AUE colleagues who also contributed a chapter to the book: Prof. Kamilla Swart and Dr. Kevin Heisey, who is also one of the book’s editors. This was the third “Library Distinguished Guest Speaker Series” event hosted by the Library and Information Resource Center (LIRC) and the Office of Research and Advancement at AUE. I previously presented my book, “edX E-Learning Course Development” at the inaugural event of the series.
