Football is arguably one of the most important sports in the world, and the marketing of football has become an increasingly important issue, as clubs and product owners need to generate more revenue from the sport. In a wider context, football marketing has also become a benchmarking standard for other sports to learn from worldwide. The practices and processes of such an established industry are important lessons for those sports which are yet to maximise on their potential earnings, and provide interesting lessons in sports marketing in general.
Marketing and Football: an international approach is the first book to provide a comprehensive and entirely global approach to this subject. Written by an international team of contributors who are keen researchers in the field, it examines in two parts: the study of football marketing in Europe and the development of a marketing dedicated to football, with the question of the European example being used worldwide. A ground breaking text, it provides the reader with:
- Contributions from the UK, Norway, France, Italy, Germany, Spain, Portugal, Ireland, Finland, Scotland, Brazil, Japan, USA, Canada, Argentina, Korea and Australia
- Interviews with professional sports marketers representing some of the biggest clubs worldwide: Juventus Turin, FC Barcelona, Milan AC, Inter Milan, AS Rome, Olympique Lyonnais, Vicenza, SE Palmeiras, Atletico Mineiro, Atletico PR
Marketing and Football: an international approach is a seminal text which will pave the way for future academics and practitioners to work, it is the first book to discuss and move towards a marketing dedicated to football.
Table of Contents
Part one: the marketing of football in Europe; a)The general situation of soccer marketing in Europe 1. Building global sports brands: An analysis of key success factors in marketing the UEFA Champions League 2. Journalism – An instrument to promote TV-sports rights? b) The situation on the “Big 5 market” 3. The Role of Management control in French Football’s Regulation - a unique model that can be exported? 4. Co-marketing : a new challenge for soccer managers 5. Sport marketing and Facility Management: From Stadiums to customer-based multipurpose Leisure Centers 6. A New Paradigm for Sport Management Applied to the German Soccer Market 7. Marketing Management in a socially very complex Club: Barcelona F.C. c) Is there a place for “small” countries on the European soccer market? 8. Efficiency and Sponsorship in Portuguese Premier League Football 9. Marketing soccer in the Republic of Ireland 10. Marketing and football : the case of Finland with the All Stars Programme Part two: the development of a marketing dedicated to football in the rest of the world: do clubs and leagues follow the European example? 11. The Football Business in Brazil - The original example – Atlético – PR 12. Football Business in Japan 13. Marketing Professional Soccer in the United States: The Successes and Failures of MLS & WUSA 14. Marketing of Professional Soccer (Football) in the US: Some Lessons to Be Learned 15. The beginning of a new beginning? How to grow soccer in Canada – A look at the federation and one club 16. Marketing in Argentine Soccer: X-ray of its incidence 17. Sponsorship Marketing and Professional Football: The Case of Korea Index.
Michel Desbordes is a Professor at the University of Paris Sud 11, France. He is also associate professor at the ISC school of management (Paris, France). He is a specialist in sport marketing; his research focuses on the management of sport events, sports sponsorship and marketing applied to football.