This book examines the global sports ecosystem through three of its central pillars: sport marketing, sports equipment manufacture and sales, and sport governance and organisation. By focusing on these three themes the book presents a nuanced and multi-faceted view of how the global sports economy works and what its main strategic challenges and opportunities are.
Offering a balance between theory and practice, and adopting an international perspective with case studies and examples from the Americas, Europe and Asia, the book addresses key issues such as corporate social responsibility, the impact of culture on international sport business, innovation and entrepreneurship, and consumer behaviour.
The Global Sport Economy is fascinating reading for students, researchers and practitioners with an interest in sport business and management, sport marketing, the sporting goods industry and distribution and sport governance.
Introduction: The Current Situation and Outlook for Sports Markets
Part I: Sports Marketing
1. Sports Marketing, from Humble Beginnings to Maturity
2. Watching a Game or Experiencing It: Theoretical Foundations and Practical Cases of the Fan Experience
3. CSR and Sports Event Organisers: State of Play, Controversies and Perspectives
Part II: The Sporting Goods Industry and Distribution
4. Growth, Growth Drivers and the Energy Sources
5. A Short History of the Sporting Goods Industry
6. New Behaviour Trends Among Consumers of Sporting Goods
7. Innovation in the Sports Industry
Part III: Sport Governance
8. From Monopoly to Competition: The New Strategic Challenges Facing Public Sports Organisations
9. The Governance of Sports Federations: Current Challenges in an International Context
10. Sports Tourism: Contemporary Issues and New Trends on a Global Market