ABSTRACT

This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book aims to define the context and better understand the marketing of football from national, European and world perspectives. It allows a better understanding of the realities of football marketing. The book discusses recent models of income and costs of a football club in France. It analyzes successful marketing activities in the Major League Soccer (MLS). The book discusses the economy of European football. It explains that strategies and marketing initiatives essential to the success of professional football sports organizations. The book analyzes the fundamental elements for sports sponsorship. It examines the strategic aspects linked to the coexistence between regions and professional football clubs. The book illustrates the strategies and types of operations of European professional clubs through nine concrete cases, while the strategic development of Asian football leagues is addressed.