ABSTRACT
This chapter presents a synthesis of the results of the existing research on crowdfunding in the context of sports clubs, with reference to the theoretical and conceptual framework presented in the earlier part of the book. The primary objectives of this chapter are (i) to characterize the specific nature of crowdfunding campaigns in the context of sports clubs and (ii) to develop assumptions for a marketing strategy model for sports club crowdfunding campaigns under the equity crowdfunding model. Specifically, the chapter provides information on the typology of sports crowdfunding, the extent to which sports clubs utilize equity crowdfunding, the characteristics of selected crowdfunding campaigns conducted by sports clubs, the motivations and profiles of the segments of crowdinvestors in sports clubs, highlighting their unique aspects, and the value proposition offered to crowdinvestors in sports clubs, along with the manner and limits of their delivery.
