It’s refreshing to read about the use of CRM to increase the number of people playing and volunteering in sport, in addition to the more traditional rationale. It’s important we continue to focus on the growth of our sports – some of the methods discussed in the book can be easily applied to that task. I recommend this for other professionals with a responsibility for sports development.

Sunil Gulati, United 2026 Committee Member, FIFA Committee Member, Senior Lecturer, Columbia University

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