ABSTRACT
Football is known in many regions of the globe as “the world’s game,” and its popularity in recent times has shown few signs of waning. Buoyed by an increasingly diverse array of participation at the grassroots level, and spurred forward at its highest professional ranks by bankrolling owners and lucrative media rights deals, this relatively simple yet beautiful game has continued to excite and enthrall billions of people around the globe. Nonetheless, there are a number of challenges and opportunities facing the industry today that warrant further examination. Through discussing the opportunities and challenges that currently exist within football’s international and club environments, this comprehensive review provides an overview of the world’s game and a platform of future football marketing. Suggestions are made to researchers, managers, and marketers who are looking to explore the opportunities and address the challenges that currently exist within the global football industry.
