International Sport Marketing

Taylor & Francis

International Sport MarketingIssues and Practice\nAuthor(s): Michel Desbordes, Andr Richelieu\nFormat: Hardback\nPublisher: Taylor & Francis Ltd, United Kingdom\nImprint: Routledge\nISBN-13: 9780367151096, 978-0367151096\nSynopsis\nHow 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.\n\nThe 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 we.