• Summary
  • Contents
  • Subject index

Written by European professors and focusing on the specificities of European sport, When Sport Meets Business analyses the growing commercialisation of professional sport in recent years and explains how it has developed into a major global industry. Structured into four sections, the book covers the key issues in the Business of professional sport: The New Sport Environment – Analysing the consequences of increasing commercialisation by looking at the multi-billion dollar sports goods industry; the effects of globalisation and how commercial influences have made running one of Europe’s most popular sports. Sport Marketing and Media – Investigating the role media and marketing has in commercialisation, with emphasis on the growth of sponsorship; media rights in European club football and the growing influence of social media in ...

When Sport Meets Business: A Brief Introduction
When Sport Meets Business: A Brief Introduction
Rasmus K. Storm Ulrik Wagner Klaus Nielsen
The effects of commercialization

What happens when sport meets business? This is the central question in this book. One answer is that sport becomes commercialized. During the last decades sport has undergone momentous change. One of the most in-depth processes of radical and rapid societal reshuffling has been the process of globalization. Increasing international trade and investments, more open national economies, new communication technologies and increasing mobility of labour and citizens have together been driving a process of commercialization of sport (Horne, 2006).

Commercialization has supplemented existing activities and added new activities that did ...

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