ABSTRACT
This chapter aims to explore how sports clubs can benefit from crowdfunding by examining their unique nature and challenges. As crowdfunding is primarily a financing tool that requires customer-focused marketing, this chapter addresses a range of related issues: (i) the legal and organisational basis for sports club operations, (ii) sources of funding for both amateur and professional sports clubs, (iii) the place of sports clubs in sports marketing, (iv) the marketing-mix elements that drive sports club activities, (v) the distinctive consumer behaviour of sports club fans, (vi) the profiles of different fan segments, and (vii) the investment decisions related to sports clubs.
