The purpose of this book is to put into innovative practices of the use of mega sport brands in effective marketing communication. Marketers and line managers have found the utility of sport as an omnibus vehicle to convey brand image as everyone gets on board because it sells every good product without racial prejudice, culture and the diversity of rich and poor business environments. The book comes handy at a time when sport has become a global commodity in a homogenised world economy. Readers will appreciate the adoption of social media as another imperative mix in corporate communication using the e-business tools which the IT solutions provide in convergence in communication techniques and goals. The author recommends to events managers as it explains the import of governance and transparency in forecasting hosting success levels as well as in sporting creativities and performance.