ABSTRACT
In order for IMC’s appreciation to be captured, this chapter focuses on examining football practitioners’ perception of IMC and its strategic potential. Ranging from disbelief and misconceptions on what IMC is whether it can be applicable to football, to avid support for IMC’s potential for marketing communications in football, this chapter identifies patterns of perceptions among football practitioners in a wide spectrum of views expressed. Within the chapter, practitioners’ perceptions are also juxtaposed with the IMC implementation levels in which the clubs they are working for belong, based on the marketing communications practices occurring within them. This juxtaposition allows for a wider spectrum of IMC’s appreciation to be offered, further contributing to the overall understanding of IMC and its future progress.
