Full Description
This is a handbook for leading a professional football club to commercial success. Covering every aspect of the business and commercial operations of a modern football club, and with a focus on increasing revenues and building a powerful brand, this book explains how to take any club to the next level and increase brand value.
Drawing on the authors' extensive experience of working in elite professional football, this book covers all the core areas of club management, from brand identity, brand positioning, strategy and planning, human resource management and developing partnerships, to marketing, ticketing, venue operations and merchandise. It examines the importance of business models and achieving club stability and sustainability, and introduces cutting-edge topics that are having an increasing impact on the development of football clubs, including corporate social responsibility, eSports and women's football. This book is full of real-world cases and data, and offers clear theoretical and practical guidance in every chapter.
This book is essential reading for anybody working in professional football and for anybody taking courses in executive football education, football studies or sport management. It is also a valuable resource for anyone who has a general interest in the business and commercial aspects of managing a professional football club.
Contents
PART I GENERAL FRAMEWORK OF FOOTBALL CLUB MANAGEMENT
1 Introduction to football business
2 The continuous circle of football clubs
3 Business models
4 Revenue generation
PART II ORGANISATIONAL STRUCTURE OF A FOOTBALL CLUB
5 Introduction human resources in football business
6 Human resource management
PART III STRATEGIC FOCUS AREAS OF FOOTBALL CLUB MANAGEMENT
7 Brand identification
8 Brand positioning
9 Customer relationship management
10 Legal support and regulations
11 Financial management
12 Strategic planning
13 Marketing and media
14 Communication management
15 Partnership and sponsorship
16 Ticketing
17 Hospitality
18 Venue management
19 Merchandise
20 Business development
21 Corporate social responsibility
PART IV CONCLUSION: REFLECTIONS ON THE FUTURE OF FOOTBALL CLUB MANAGEMENT
22 The evolution of football business
