International Sport Marketing: Issues and Practice

1st Edition

Michel Desbordes, André Richelieu

Routledge
Published April 29, 2019
Reference - 224 Pages - 18 B/W Illustrations
ISBN 9780367151096 - CAT# K413353
Series: Routledge Research in Sport Business and Management

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Summary

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.

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