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When Sport Meets Business

Capabilities, Challenges, Critiques

Authors: Ulrik Wagner, Rasmus K. Storm, Klaus Nielsen Publisher: SAGE Publications Publication date: 2016 Publication language: Angielski Number of pages: 257 Publication formats: EAN: 9781473987418 ISBN: 9781473987418 Category: Lifestyle, sport & leisure Publisher's index: - Bibliographic note: -

Description

Written by European professors and focusing on the specificities of European sport, When Sport Meets Business analyses the growing commercialisation of professional sport in recent years and explains how it has developed into a major global industry.


Structured into four sections, the book covers the key issues in the Business of professional sport:


The New Sport Environment – Analysing the consequences of increasing commercialisation by looking at the multi-billion dollar sports goods industry; the effects of globalisation and how commercial influences have made running one of Europe’s most popular sports.


Sport Marketing and Media – Investigating the role media and marketing has in commercialisation, with emphasis on the growth of sponsorship; media rights in European club football and the growing influence of social media in sport.


Sport and Finance – Relating to the economics of European sport: there is an investigation into the financial policies employed by European Football clubs, specifically in regards to the Financial Fair Play regulations, and the topical issue of high level corruption.


Sporting Events – Looking at additional factors that affect professional sport: highlighting the impact an Olympic Games can have on a host city and the longevity of an Olympic urban legacy.


The authors have included insightful case studies from across the continent, including anti RB-Leipzig media campaigns in Germany, financial policies at England’s Chelsea FC, French Tennis Federation corporate responsibility, Media rights in Spain’s LaLiga, the sponsorship viability for Ukraine’s Klitschko brothers and the case of Denmark’s Viborg F.F.


Suitable for undergraduate and postgraduate students in sport related courses, including sport management, sport economics, sport marketing and the sociology of sport.

TOC

  • WHEN SPORT MEETS BUSINESS- FRONT COVER 2
  • WHEN SPORT MEETS BUSINESS 3
  • COPYRIGHT 4
  • TABLE OF CONTENTS 5
  • ABOUT THE CONTRIBUTORS 10
  • SECTION A- THE NEW SPORT ENVIRONMENT 17
  • CHAPTER 1- WHEN SPORT MEETS BUSINESS: A BRIEF INTRODUCTION 19
  • CHAPTER 2- THE EXPANSION OF THE SPORT GOODS INDUSTRY 27
  • CHAPTER 3- WHEN GLOBALIZATION AND MIGRATION MEET NATIONAL AND LOCAL TALENT DEVELOPMENT 46
  • CHAPTER 4- THE COMMODIFICATION AND COMMERCIALIZATION OF ELITE ATHLETES 59
  • CHAPTER 5- THE BUSINESS OF RUNNING 73
  • SECTION B- SPORT MARKETING AND MEDIA 89
  • CHAPTER 6- THE COMMERCIAL GROWTH OF SPONSORSHIP 91
  • CHAPTER 7- THE BATTLE FOR MEDIA RIGHTS IN EUROPEAN CLUB FOOTBALL 108
  • CHAPTER 8- AMBUSH MARKETING IN SPORT 124
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