Argyro Elisavet Manoli’s edited collection Contemporary Issues in Sports Marketing (Routledge) explores key and topical issues that are emerging in the field of sport marketing, while calling for further attention to the thriving sports industry. Our reviewer, Viktor Magnusson, became instantly interested given the words ‘contemporary’ and ‘issues’ in the title, and he found many exciting issues in the book that were dealt with in ways to satisfy any reader. He is however confused by the claim that the issues would be contemporary given that the articles were written for a journal special issue published in 2018. Although the articles still seem highly relevant, he would have liked to see an editorial comment on that particular issue.