Full Description
Football is big business. The top teams and leagues in world football generate billions of dollars in revenue and serve an audience of billions of fans. This book focuses on the marketing of football as the apex of the contemporary football industry. Drawing upon key theories and concepts in sport marketing, it highlights the critical strategic and operational elements that underpin effective marketing in football clubs around the world.
From the English Premier League to Major League Soccer, this handbook addresses the most important developments in sponsorship, marketing communications, digital marketing strategies, customer relationship management and social media. Written by a team of leading football marketing experts, it presents the latest cutting-edge research in case studies from countries including the UK, USA, France, Spain, Germany, Italy, China and Japan.
The only up-to-date book on football marketing written from a truly international perspective, the Routledge Handbook of Football Marketing is an invaluable resource for any researcher or advanced student with an interest in football marketing, as well as all marketers working in the professional football business.
Contents
Introduction
Nicolas Chanavat, Michel Desbordes and Nicolas Lorgnier
Section I: Towards a Professionalization of the Marketing of Professional Football Clubs
Introduction
Nicolas Chanavat, Michel Desbordes and Nicolas Lorgnier
1. The Marketing of Football: History, definitions, singularities, strategies and forms of operationalization
Nicolas Chanavat and Michel Desbordes
2. The Economic Model of a Professional Football Club in France
Nicolas Scelles and Wladimir Andreff
3. The Marketing of Professional Soccer in the United States: A case study of Major League Soccer
Eric Brownlee and Nicolas Lorgnier
4. Fifteen Years of Sport Marketing Revisited: An interview of the "great witness" Christophe Bouchet, former president of Olympic Marseille, former CEO of Sportfive and Director of Infront in France
Michel Desbordes and Nicolas Chanavat
5. European Football is Nearing a New "Big Bang"
Vincent Chaudel
Section II: Topics Related to the Marketing of Professional Clubs
Introduction
Nicolas Chanavat, Michel Desbordes and Nicolas Lorgnier
6. Sports Sponsorship and Professional Football
Nicolas Chanavat, Michel Desbordes and Nicolas Lorgnier
7. The Other Field of Play: Football on social media
Boris Helleu
8. Regions and Professional Football Clubs: What is cohabitation between the sports brand and the regional brand?
Christopher Hautbois
9. CSR: A new strategic component for European professional football clubs
Aurélien François
Section III: Case Studies from Europe's "Big Five" and Emergent Professional Football Leagues
Introduction
Nicolas Chanavat, Michel Desbordes and Nicolas Lorgnier
10. Towards a Globalization of the Brand Paris Saint-Germain
Nicolas Chanavat and Michel Desbordes
11. The Parc Multifonctionnel Olympique Lyonnais and the "Grand Stade": At the heart of the OL Groupe's marketing strategy
Nicolas Chanavat and Michel Desbordes
12. "Green Fandom": At the heart of the marketing plan of the Association Sportive de Saint-Étienne
Nicolas Chanavat and Michel Desbordes
13. "I can't help falling in love with my team": Active engagement in social initiatives as a driver of fan commitment in sports
Verónica Baena
14. The Management of Football Brands: Brand identity management illustrated by Borussia Dortmund
Gerd Nufer, André Bühler and Sarah Jürgens
15. Brand Image Impacts on Spectators' Purchase Behavior: The German football club VfB Stuttgart
Jens Blumrodt
16. The ACF Fiorentina Marketing: The strength of local identity
Patrizia Zagnoli and Elena Radicchi
17. Supporter Engagement through Social Media: A case study of Liverpool Football Club
James A. Kenyon and Guillaume Bodet
18. Manchester United: The capitalized history, from the 1960s to today
Claude Boli
19. Professional Football in China: Retrospect and prospect
Dongfeng Liu
20. Marketing Football: Perspectives from the Japan Football League (J. League)
Yoshifumi Bizen and Shintaro Sato
General Conclusion
Nicolas Chanavat, Michel Desbordes and Nicolas Lorgnier
