ABSTRACT
Football is one of the world’s most popular and commercialised sports. Along with professional football’s rapid and considerable growth since the early 1990s, and the media’s significant development and expansion, marketing and its use by football clubs, governing bodies, players, and sponsors has evolved. This chapter discusses this evolution and provides insight into current football marketing management, drawing upon real-world case study examples to better illustrate particular aspects of the sport’s inherent advantages. In addition, it considers future developments in football marketing by highlighting issues that are yet to be fully explored within the sport and/or football marketing fields with the intention of encouraging further scholarly interest.
