Globalization has had a profound impact on the sports industry, creating an international market in which sports teams, leagues and players have become internationally recognized brands. This important new study of contemporary sports marketing examines the opportunities and threats posed by a global sports market, outlining the tools and strategies that marketers and managers can use to take advantage of those opportunities.

The book surveys current trends, issues and best practice in international sport marketing, providing a useful blend of contemporary theory and case studies from the Americas, Europe and Asia. It assesses the impact of globalization on teams, leagues, players, sponsors and equipment manufacturers, and highlights the central significance of culture on the development of effective marketing strategy. Global Sport Marketing is key reading for any advanced student, researcher or practitioner working in sport marketing or sport business.

chapter |10 pages


ByMichel Desbordes, André Richelieu

part |69 pages

Management of the brand and its internationalization

chapter |15 pages

Building sports brands

ByAndré Richelieu

chapter |19 pages

The internationalization of sports teams as brands

ByAndré Richelieu

chapter |16 pages

Sponsorship and branding

ByChristoph Breuer, Tim Pawlowski, Christopher Rumpf, André Richelieu

chapter |17 pages

The impact of the 2008 Summer Olympics on Beijing's and China's image

ByGuojun Zeng, Frank Go, Christian Kolmer, André Richelieu

part |112 pages

Events and their experiential dimension

chapter |27 pages

Sport events, economic impact and regulation

ByWladimir Andreff

chapter |30 pages

Manufacturers of equipment for football clubs

Strategy and internationalization1
ByMichel Desbordes

chapter |16 pages

Be ready to be excited

The World Wrestling Entertainment's marketing strategy and economic model
ByBoris Helleu

chapter |31 pages

The establishment and management of sports arenas

A neo-marketing approach
ByMichel Desbordes

chapter |6 pages

General conclusions

Some things to remember
ByAndré Richelieu, Michel Desbordes