Series Editor:
Simon Chadwick, Professor of Sport Business Strategy and Marketing, Coventry University, UK
By
Michel Desbordes, Michel Desbordes is a Professor at the University of Strasbourg, France.
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.
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.
