ABSTRACT
This chapter serves the purpose of presenting the market issues addressed in this publication, including (i) the motivations for conducting research on crowdfunding in sports clubs, (ii) the specific issues tackled in the rest of the publication, (iii) the rationale behind the strategic marketing approach used to discuss the management of equity crowdfunding campaigns of sports clubs, (iv) an explanation of why previous publications on this topic fail to meet the demands expressed by sports clubs, and (v) what are the theoretical contributions and practical implications from the content presented in the book. The structure of the book is also explained.
