Full Description
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.
Contents
Introduction; Part 1 Marketing football in Europe; Part A The general state of football marketing in Europe; Chapter 1 Building global sports brands, Simon Chadwick, Matthew Holt; Chapter 2 Journalism - an instrument to promote TV sports rights?, Knut Helland, Harry Arne Solberg; Part B The 'Big Five' market; Chapter 3 The role of management control in French football's regulation - a unique model that can be exported?, Michel Desbordes; Chapter 4 Co-marketing, Sergio Cherubini; Chapter 5 Sport marketing and facility management, Paolo Guenzi; Chapter 6 A new paradigm for sport management in the German football market, Herbert Woratschek, Guido Schafmeister, Tim Ströbel; Chapter 7 Marketing management in a socially socially complex club, Jaime Gil-Lafuente; Part C Is there a place for 'small' countries on the European football market?; Chapter 8 Efficiency and sponsorship in Portuguese Premier League football, Carlos Pestana Barros, Catarina de Barros, Abel Santos; Chapter 9 Marketing football in the Republic of Ireland, Anne Bourke; Chapter 10 Marketing and football, Kari Puronaho, Timo Huttunen; Part 2 The development of dedicated football marketing in the rest of the world; Chapter 11 The football business in Brazil, and the example of Atlético-PR, Amir Somoggi; Chapter 12 The football business in Japan, Yoshinori Okubo; Chapter 13 Marketing professional soccer in the United States: the successes and failures of MLS and the WUSA, Richard M. Southall, Mark S. Nagel; Chapter 14 Marketing of professional soccer in the US, Frank Pons, Stephen Standifird; Chapter 15 The beginning of a new beginning? How to expand soccer in Canada - a look at the fedeeration and one club, André Richelieu; Chapter 16 Marketing in Argentine football, Santiago Ramallo, Francisco Aguiar; Chapter 17 Sponsorship marketing and professional football, Dae Ryun Chang; General conclusion;
