Marketing and Football book cover

Marketing and Football

an international perspective

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 PRMarketing 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.

Audience
Primary market: Senior undergraduate and postgraduate courses in sport management and sport marketing (Faculties of Sport Sciences & Business schools).Secondary market: practicing managers in professional clubs (football); private companies (such as corporate sponsors); federations and marketing agencies.

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Published: October 2006

Imprint: Butterworth Heinemann

ISBN: 978-0-7506-8204-6

Contents

  • Part one: the marketing of football in Europe; a)The general situation of soccer marketing in Europe; Chapter 1: Building global sports brands: An analysis of key success factors in marketing the UEFA Champions League by Simon Chadwick and Matthew Holt; Chapter 2: Journalism – An instrument to promote TV-sports rights? by Knut Helland and Harry Arne Solberg; b) The situation on the “Big 5 market”; Chapter 3: The Role of Management control in French Football’s Regulation - a unique model that can be exported? by Michel Desbordes; Chapter 4: Co-marketing : a new challenge for soccer managers by Sergio Cherubini; Chapter 5: Sport marketing and Facility Management: From Stadiums to customer-based multipurpose Leisure Centers by Paolo Guenzi; Chapter 6: A New Paradigm for Sport Management Applied to the German Soccer Market by Herbert Woratschek, Guido Schafmeister and Tim Ströbel; Chapter 7: Marketing Management in a socially very complex Club: Barcelona F.C. by Jaime Gil-Lafuente; c) Is there a place for “small” countries on the European soccer market?; Chapter 8: Efficiency and Sponsorship in Portuguese Premier League Football by Carlos Pestana Barros, Catarina de Barros and Abel Santos; Chapter 9: Marketing soccer in the Republic of Ireland by Anne Bourke; Chapter 10: Marketing and football : the case of Finland with the All Stars Programme by Kari Puronaho and Timo Huttunen; Part two : the development of a marketing dedicated to football in the rest of the world: do clubs and leagues follow the European example?; Chapter 11: The Football Business in Brazil - The original example – Atlético – PR by Amir Somoggi; Chapter 12: Football Business in Japan by Yoshinori Okubo; Chapter 13: Marketing Professional Soccer in the United States: The Successes and Failures of MLS & WUSA by Richard M. Southall and Mark S. Nagel; Chapter 14: Marketing of Professional Soccer (Football) in the US: Some Lessons to Be Learned by Frank Pons and Stephen Standifird; Chapter 15: The beginning of a new beginning? How to grow soccer in Canada – A look at the federation and one club by André Richelieu; Chapter 16: Marketing in Argentine Soccer: X-ray of its incidence by Santiago Ramallo and Francisco Aguiar; Chapter 17: Sponsorship Marketing and Professional Football: The Case of Korea by Dae Ryun Chang; Index.

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