International Sport Marketing: Issues and Practice (Routledge Research in Sport Business and Management)

Desbordes, Michel

ISBN 10: 036715109X / ISBN 13: 9780367151096

Published by Routledge, 2019

About this Item

Seller Inventory # V9780367151096

Bibliographic Details

• Title: International Sport Marketing: Issues and Practice (Routledge Research in Sport Business and Management)
• Publisher: Routledge
• Publication Date: 2019
• Language: English
• ISBN 10: 036715109X
• ISBN 13: 9780367151096
• Binding: Hardcover
• Condition: New

About this title

Synopsis

How is sport marketing being transformed by new media and technology, by globalization and by the opening of new markets and sources of revenue? This book examines the most important trends and developments in contemporary sport marketing around the world, shining new light on the importance of marketing and markets as the drivers of international sport business.

The book introduces essential concepts and best practice in international sport marketing today and presents original case studies from around the world, looking at leagues, commercial sponsors, consumer behavior, and the role of athletes and their representatives. It covers important topics from "place branding" and experiential marketing to equipment manufacture and sports arenas, as well as the economic impact and regulation of sports events, the "financiarization" and "vipization" of sport, and marketing in the sport for the development and peace sector.

International Sport Marketing is essential reading for all students, scholars and practitioners working in sport marketing, especially those concerned with the globalization of the sports industry.

About the Author

Michel Desbordes is Professor in Sports Marketing at the University of Paris-Saclay, France. As a media consultant, he is regularly consulted by BFM, France Télévisions, Europe 1, Le Monde and L’Équipe to discuss matters of sports business. He is also the chief editor of the International Journal of Sports Marketing and Sponsorship.

André Richelieu is Professor at the School of Business of the University of Québec in Montreal, Canada. He specializes in brand management and sport marketing in the context of "sportainment" (sport and entertainment). He provides his expertise as an international guest professor and speaker, as well as a consultant with the media, in Canada and abroad.