International Sport Marketing : Issues and Practice
Résumé
How is sport marketing being transformed by new media and technology, by
globalization and by the opening of new markets and sources of revenue? This
book examines the most important trends and developments in contemporary
sport marketing around the world, shining new light on the importance of mar-
keting and markets as the drivers of international sport business.
The book introduces essential concepts and best practice in international
sport marketing today and presents original case studies from around the world,
looking at leagues, commercial sponsors, consumer behavior, and the role of
athletes and their representatives. It covers important topics from “place brand-
ing” and experiential marketing to equipment manufacture and sports arenas, as
well as the economic impact and regulation of sports events, the “financiariza-
tion” and “vipization” of sport, and marketing in the sport for the development
and peace sector.
International Sport Marketing is essential reading for all students, scholars and
practitioners working in sport marketing, especially those concerned with the
globalization of the sports industry.