ABSTRACT
This conclusion presents some closing thoughts on the concepts covered in the preceding chapters of this book. The book focuses on the most visible area of sports management, that of sports marketing, widely publicized by the media. It looks at the profound changes facing the sports business. During the Winter Olympics, on the French market alone, France Televisions, the official broadcaster of the competition, gave advertisers almost nine and a half hours of broadcast time. One could easily see the world of sports equipment manufacturers moving closer to the principles and operating methods of mass retail, with sport no longer a central element of brand DNA. Marketing, the industry and governance are considered the three main areas of the sector today and have been dealt with in three different volumes, each coordinated by a specialist.
