ABSTRACT
This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book introduces the reader to the concept of business models and their trends. It defines the role of values as a key aspect in the creation of business models. The book then describes the mapping of research fields in the area of business models in sport. It also covers the definition of digital business models, which the authors define as the use of modern digital tools and social media to stream value flows, the use of these tools to implement gamification mechanisms. The book presents the essence of the concept of flexibility in building business models. It then describes an example of how the Financial Fair Play regulations introduced in the 2013/2014 season by UEFA changed the parameters of economic policy and the principles of a sustainable approach to the activities of football clubs.
