International Sport Marketing: Issues and Practice

Michel Desbordes () and André Richelieu
Additional contact information
Michel Desbordes: CIAMS - Complexité, Innovation, Activités Motrices et Sportives - UP11 - Université Paris-Sud - Paris 11 - UO - Université d'Orléans

Post-Print from HAL

Abstract: 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.

Keywords: Economics; Finance; Business & Industry; Sports and Leisure; Tourism; Hospitality and Events (search for similar items in EconPapers)
Date: 2019-04-05
References: Add references at CitEc
Citations:

Published in Routledge, 232 p., 2019, 9780429055089. ⟨10.4324/9780429055089⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04321708

DOI: 10.4324/9780429055089

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().