• 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 ...

The Expansion of the Sport Goods Industry
The Expansion of the Sport Goods Industry
Anna Gerke Maureen Benson-Rea
Introduction

The importance of sport in the European countries has increased significantly over the last decade. Sport has become more relevant economically and socially for various reasons. Social aspects include sport participation, sport for health and economic activities directly or indirectly related to sport (Breedveld et al., 2013; Dolles & Söderman, 2011). European sport policy initiatives such as the White Paper on Sport (Commission of the European Communities, 2007) or the Study on the Contribution of Sport to Economic Growth and Employment in the European Union (SportsEconAustria, 2012) show an increasing interest in sport from a political perspective.

This chapter focuses ...

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