Globalisation of the Sports Product

Sean Ennis
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Sean Ennis: University of Strathclyde

Chapter 9 in Sports Marketing, 2020, pp 213-243 from Springer

Abstract: Abstract It was inevitable. The commercial imperative within the sports sector was always likely to drive clubs and organisations away from a dependence on the domestic market. As global media rights sales flourished, successful clubs and competitions sought out opportunities in global markets, where fans were becoming mesmerised by the skills and quality of the product offering. In this chapter we assess the motivations and barriers that sports marketers face, when seeking out such opportunities. We also examine the criteria which they can use to assess the future viability of international markets. In many cases, they resemble the challenges faced by traditional manufacturing and services businesses. We consider critical issues such as the role played by the diaspora and the need for networking and partnerships on exploiting global opportunities in the sports sector. We assess the different market entry modes that sports property owners utilise. We also examine the opportunities for niche sports as they seek to broaden their appeal and the role which media broadcasters play in the process at both the niche and elite ends of the spectrum.

Keywords: Globalisation; Motivations; Barriers; Diaspora; Psychic distance; Franchises; Entry strategies; Co-partnerships; Feeder clubs (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-53740-1_9

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DOI: 10.1007/978-3-030-53740-1_9

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