ABSTRACT
Sport today is truly global, with wealthy owners investing in stadia and team personnel to pursue business and personal objectives. With an increasingly technologically induced fragmentation of the sports marketplace, the near future is changing rapidly as fans in some jurisdictions are asked to ‘foot the bill’ for this change. Sport is lucrative for its main actors as new markets come on stream in places far remote from where the action is occurring. The challenge is to grow markets authentically and sustainably, with the fans front and centre as the key stakeholder group.
