1st Edition
Global Sport Marketing Contemporary Issues and Practice
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
Biography
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.
