Written by European professors and focusing on the specificities of European sport, When Sport Meets Business analyses the growing commercialisation of professional sport in recent years and explains how it has developed into a major global industry.
Structured into four sections, the book covers the key issues in the Business of professional sport:
The New Sport Environment – Analysing the consequences of increasing commercialisation by looking at the multi-billion dollar sports goods industry; the effects of globalisation and how commercial influences have made running one of Europe’s most popular sports.
Sport Marketing and Media – Investigating the role media and marketing has in commercialisation, with emphasis on the growth of sponsorship; media rights in European club football and the growing influence of social media in sport.
Sport and Finance – Relating to the economics of European sport: there is an investigation into the financial policies employed by European Football clubs, specifically in regards to the Financial Fair Play regulations, and the topical issue of high level corruption.
Sporting Events – Looking at additional factors that affect professional sport: highlighting the impact an Olympic Games can have on a host city and the longevity of an Olympic urban legacy.
The authors have included insightful case studies from across the continent, including anti RB-Leipzig media campaigns in Germany, financial policies at England’s Chelsea FC, French Tennis Federation corporate responsibility, Media rights in Spain’s La Liga, the sponsorship viability for Ukraine’s Klitschko brothers and the case of Denmark’s Viborg F.F.
Suitable for undergraduate and postgraduate students in sport related courses, including sport management, sport economics, sport marketing and the sociology of sport.
Mục lục
SECTION A: THE NEW SPORT ENVIRONMENT
Chapter 1: When Sport Meets Business: A Brief Introduction – Rasmus K. Storm, Ulrik Wagner and Klaus Nielsen
Chapter 2: The Expansion of the Sport Goods Industry – Anna Gerke and Maureen Benson-Rea
Chapter 3: When Globalisation and Migration Meet National and Local Talent Development – Sine Agergaard
Chapter 4: Commodification and Commercialization of Elite Athletes – Johannes Orlowski, Manuel Herter and Pamela Wicker
Chapter 5: The Business of Running – Koen Breedweld and Jeroen Scheerder
SECTION B: SPORT MARKETING AND MEDIA
Chapter 6: The Growth of Commercial Sponsorship – Ulrik Wagner and Thorsten Dum
Chapter 7: The Battle for Media Rights in European Club Football – Harry Arne Solberg
Chapter 8: Ambush Marketing in Sport – Simon Chadwick, Nicholas Burton and Cheri Bradish
Chapter 9: Sport, Social Media and Online Communities – Bastian Popp and Herbert Woratschek
Chapter 10: Corporate Social Responsibility in Sport – Mathieu Djaballah
SECTION C: SPORT AND FINANCE
Chaper 11: Profits, Championships and Budget Constraints in European Professional Sport – Klaus Nielsen and Rasmus K. Storm
Chapter 12: Financial Fair Play in European Football – Jan Pieper
Chapter 13: Corruption and the Governance of Sport – Arnout Geeraert and Jens Sejer Andersen
SECTION D: SPORTING EVENTS
Chapter 14: Sustainable Urban Legacies of Hosting the Olympic Games – Larissa Davies
Chapter 15: The Cost of Hosting International Sports Events – Wladimir Andreff
Giới thiệu về tác giả
Klaus Nielsen is Professor of Institutional Economics at the Department of Management, Birkbeck, University of London where he is a member of Birkbeck Sport Business Centre. He teaches research methods, innovation, business in the European Union and economics of sport. His current research areas include varieties of capitalism, innovation, social capital, elite sports and the economics of sports. He has coordinated several research project about Danish elite sports, sports participation and economic aspects of sport. His work has been published in several books and in journals like International Studies of Management and Organization, Journal of Economic Issues and European Sport Management Quarterly.
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