Marketing and Football

1st Edition

an international perspective

Series Editors: Simon Chadwick
Authors: Michel Desbordes
Paperback ISBN: 9780750682046
Imprint: Butterworth-Heinemann
Published Date: 9th October 2006
Page Count: 544


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Table of 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 S


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.

Key Features

  • The first and only book ever published on the Marketing of Football
  • Written by a team of international and well renowned contributors
  • Every chapter includes an interview with a practitioner of football marketing, for insider insight


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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© Butterworth-Heinemann 2007
Paperback ISBN:

About the Series Editors

Simon Chadwick Series Editor

Simon Chadwick is Professor of Sport Business Strategy and Marketing, and Leader of the Ambushing, Sponsorship and Sport Marketing Group, at Coventry University (UK). He is also a Director of the Birkbeck Sport Business Centre at the University of London. Simon is co-editor of the books ‘The Business of Sport Management’, ‘The Marketing of Sport’ and ‘The Business of Tourism Management’ (all published by FT Prentice Hall), and is also Editor of the International Journal of Sports Marketing and Sponsorship, Elsevier’s Sport Marketing book series and the Henry Stewart Sports Marketing Talk Series. Simon has worked with numerous organisations from across sport including FC Barcelona, Atletico Madrid, Chivas US, the four Grand Slam tennis tournaments, the Football Association (FA), Sport England, the International Tennis Federation, Sport Business, Red Mandarin and International Marketing Reports.

Affiliations and Expertise

Professor of Sport Business Strategy and Marketing, Coventry University, UK

About the Authors

Michel Desbordes Author

Michel Desbordes is a Professor at the University of Strasbourg, France. He is also Associate Professor at the ISC Business School in Paris. He is a specialist in sport marketing and his research focuses on the management of sports events, sports sponsorship and marketing applied to football. He has published fourteen books, and also numerous academic articles. He is consultant in sport marketing, and Associate Director of the company MX Sport (

Affiliations and Expertise

Michel Desbordes is a Professor at the University of Strasbourg, France.