• 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 ...

Ambush Marketing in Sport
Ambush Marketing in Sport
Simon Chadwick Nicholas Burton Cheri Bradish
Introduction

Few industries or marketing communications activities mark out sport as a unique and specialized business as effectively and significantly as sponsorship. Today a defining component of integrated sport marketing communications, sponsorship has evolved over the past thirty years growing in value, sophistication, and strategy, and has become established as a major source or revenues for sport organizations and an important vehicle for marketers around the world. However, in line with this progressive development as a strategic sport marketing tool, competition to official sponsorship in the form of ambush marketing has also emerged and evolved, offering brands the opportunity to ...

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