• 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 Business of Running
The Business of Running
Koen Breedveld Jeroen Scheerder
Introduction: Historical and recent developments

A focus on amateurship has always been one of the pillars of the sport system of the 20th century (Bottenburg, 2001; Breuer et al., 2015; Hallmann & Petry, 2013; Scheerder, Willem, et al., 2015). Sport was practiced in non-profit clubs managed by volunteers and organized under the umbrella of federations that were in turn governed by boards of volunteers. This model holds true even for the biggest sport organizations in the world, among which is the International Olympic Committee (see Case Study 5.1 on pages 66–7).

Thus, non-profit organizations like federations and clubs play a central role in the organization of ...

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