How is sport marketing being transformed by new media and technology, by globalization and by the opening of new markets and sources of revenue? This book examines the most important trends and developments in contemporary sport marketing around the world, shining new light on the importance of marketing and markets as the drivers of international sport business.
The book introduces essential concepts and best practice in international sport marketing today and presents original case studies from around the world, looking at leagues, commercial sponsors, consumer behavior, and the role of athletes and their representatives. It covers important topics from "place branding" and experiential marketing to equipment manufacture and sports arenas, as well as the economic impact and regulation of sports events, the "financiarization" and "vipization" of sport, and marketing in the sport for the development and peace sector.
International Sport Marketing is essential reading for all students, scholars and practitioners working in sport marketing, especially those concerned with the globalization of the sports industry.
Table of Contents
1. Major Trends in the Sport Industry
2. The Sport Brand
3. The Role of Sport in Destination Branding Strategies
4. Marketing Sport for Development and Peace: An Introduction
5. Sport Events, Economic Impact and Regulation
6. Football Club Equipment Manufacturers Strategy and Internationalization
7. Be Ready to Be Excited: The WWE's Marketing Strategy and Economic Model
8. The Establishment and Management of Sports Arenas: A Neo-Marketing Approach
Conclusion: Towards New Horizons in Global Sports Marketing
Michel Desbordes is Professor in Sports Marketing at the University of Paris-Saclay, France. As a media consultant, he is regularly consulted by BFM, France Télévisions, Europe 1, Le Monde and L’Équipe to discuss matters of sports business. He is also the chief editor of the International Journal of Sports Marketing and Sponsorship.
André Richelieu is Professor at the School of Business of the University of Québec in Montreal, Canada. He specializes in brand management and sport marketing in the context of "sportainment" (sport and entertainment). He provides his expertise as an international guest professor and speaker, as well as a consultant with the media, in Canada and abroad.