This textbook is designed to provide a comprehensive introduction to sports and entertainment marketing, specifically tailored to meet the needs of undergraduate students in Alabama. It acknowledges the unique cultural context of the state, incorporating examples from prominent Alabama teams (the Crimson Tide, Auburn Tigers, Birmingham Barons) and events to create a relatable and engaging learning experience. The book goes beyond theoretical concepts, offering practical applications and actionable strategies that students can utilize immediately. The inclusion of detailed case studies, both local and national, provides real-world context, showcasing successful marketing campaigns and analyzing less successful ones, offering lessons learned. Each chapter is structured to ensure clarity and comprehension, incorporating review questions, discussion prompts, and activities to promote active learning and critical thinking. Furthermore, the text integrates up-to-date trends and technologies relevant to the industry, including digital marketing, social media, data analytics, and the evolving landscape of sponsorship opportunities. By bridging the gap between theory and practice, this textbook aims to equip students with the necessary tools and knowledge to excel in their future careers within the dynamic and ever-evolving world of sports and entertainment marketing. I have strived to make this textbook accessible to students with diverse backgrounds and levels of prior marketing knowledge, ensuring that all can benefit from the provided insights. The final chapters offer invaluable resources and further reading to encourage ongoing learning and professional development.