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Global Sport Marketing

Contemporary Issues and Practice

Edited by Michel Desbordes, André Richelieu

Routledge – 2012 – 194 pages

Series: Routledge Research in Sport Business and Management

Purchasing Options:

  • Add to CartPaperback: $54.95
    978-1-13-879582-2
    July 17th 2014
  • Add to CartHardback: $140.00
    978-0-415-50720-2
    April 29th 2012

Description

Globalization has had a profound impact on the sports industry, creating an international market in which sports teams, leagues and players have become internationally recognized brands. This important new study of contemporary sports marketing examines the opportunities and threats posed by a global sports market, outlining the tools and strategies that marketers and managers can use to take advantage of those opportunities.

The book surveys current trends, issues and best practice in international sport marketing, providing a useful blend of contemporary theory and case studies from the Americas, Europe and Asia. It assesses the impact of globalization on teams, leagues, players, sponsors and equipment manufacturers, and highlights the central significance of culture on the development of effective marketing strategy. Global Sport Marketing is key reading for any advanced student, researcher or practitioner working in sport marketing or sport business.

Contents

Introduction 1. Building Sports Brands - André Richelieu 2. The Internationalization of Sports Teams as Brands - André Richelieu 3. Sponsorship and Branding - Christoph Breuer, Tim Pawlowski, Christopher Rumpf 4. The Impact of the 2008 Summer Olympics on Beijing and China’s Image - Guojun ZenG, Frank Go, Christian Kolmer 5. Sport Events, Economic Impact and Regulation - Wladimir Andreff 6. Manufacturers of Equipment for Football Clubs: Strategy and Internationalization - Michel Desbordes 7. Be Ready to be Excited: The WWE’s Marketing Strategy and Economic Model - Michel Desbordes 8. The Establishment and Management of Sports Arenas: A Neo-Marketing Approach General - Michel Desbordes Conclusions: Some Things to Remember

Author Bio

Michel Desbordes is Professor at the University of Paris Sud 11, France, and Associate Professor at the ISC school of management (Paris, France). He is a specialist in sports marketing, and his research focuses on the management of sport events, sports sponsorship and marketing applied to football.

André Richelieu is Professor in the Marketing Department at Laval University, Canada. He specializes in brand management and sports marketing. His research relates to how sports teams can leverage their brand equity by capitalizing on the emotional connection they share with their fans, and on how sports teams can internationalize their brand.

Name: Global Sport Marketing: Contemporary Issues and Practice (Hardback)Routledge 
Description: Edited by Michel Desbordes, André Richelieu. Globalization has had a profound impact on the sports industry, creating an international market in which sports teams, leagues and players have become internationally recognized brands. This important new study of contemporary sports marketing examines...
Categories: Sports Marketing, Sports Business, Sports Management, Marketing, Sport & Leisure Industries, Finance in Sport, Sports Administration