ABSTRACT

In recent years, football’s status as "the world’s sport" has shown little sign of waning. From increasing participation at grassroots levels and to the highly lucrative media rights deals secured by the top elite clubs, the game appears to be thriving as it continues to excite and enthral billions of people around the globe. Nevertheless, there are a number of challenges and opportunities facing the football industry today that warrant further examination.

This book brings together leading international researchers to survey the current state of the global football industry, exploring contemporary themes and issues in the marketing of football around the world. With contributions from Europe, Asia and the Americas, it discusses key topics such as football club management, the economics of the football industry, match-fixing, social media, fan experiences, the globalized marketplace, and the growing popularity of the women’s game.

Offering insights for researchers, managers, and marketers who are looking to stay ahead of the game, The Global Football Industry: Marketing Perspectives is essential reading for anyone with an interest in international sport business.

section I|149 pages

Global football industry

chapter 2|26 pages

European grassroots football

Structural and managerial peculiarities

chapter 5|32 pages

The driving forces of competitive balance in European football

A review of Europe’s top leagues

section II|180 pages

Marketing perspectives

chapter 8|27 pages

When the beautiful game turns ugly

Fan experiences of perceived match fixing in football

chapter 9|27 pages

Videographic analysis of “Weird Guys”

What do relationships mean to football fans?

chapter 11|34 pages

The equalizer

Feminist themes in NWSL club marketing