Football is big business. The top teams and leagues in world football generate billions of dollars in revenue and serve an audience of billions of fans. This book focuses on the marketing of football as the apex of the contemporary football industry. Drawing upon key theories and concepts in sport marketing, it highlights the critical strategic and operational elements that underpin effective marketing in football clubs around the world.
From the English Premier League to Major League Soccer, this handbook addresses the most important developments in sponsorship, marketing communications, digital marketing strategies, customer relationship management and social media. Written by a team of leading football marketing experts, it presents the latest cutting-edge research in case studies from countries including the UK, USA, France, Spain, Germany, Italy, China and Japan.
The only up-to-date book on football marketing written from a truly international perspective, the Routledge Handbook of Football Marketing is an invaluable resource for any researcher or advanced student with an interest in football marketing, as well as all marketers working in the professional football business.
Introduction
[Nicolas Chanavat, Michel Desbordes and Nicolas Lorgnier]
Section I: Towards a Professionalization of the Marketing of Professional Football Clubs
Introduction
[Nicolas Chanavat, Michel Desbordes and Nicolas Lorgnier]
1. The Marketing of Football: History, definitions, singularities, strategies and forms of operationalization
[Nicolas Chanavat and Michel Desbordes]
2. The Economic Model of a Professional Football Club in France
[Nicolas Scelles and Wladimir Andreff]
3. The Marketing of Professional Soccer in the United States: A case study of Major League Soccer
[Eric Brownlee and Nicolas Lorgnier]
4. Fifteen Years of Sport Marketing Revisited: An interview of the "great witness" Christophe Bouchet, former president of Olympic Marseille, former CEO of Sportfive and Director of Infront in France
[Michel Desbordes and Nicolas Chanavat]
5. European Football is Nearing a New "Big Bang"
[Vincent Chaudel]
Section II: Topics Related to the Marketing of Professional Clubs
Introduction
[Nicolas Chanavat, Michel Desbordes and Nicolas Lorgnier]
6. Sports Sponsorship and Professional Football
[Nicolas Chanavat, Michel Desbordes and Nicolas Lorgnier]
7. The Other Field of Play: Football on social media
[Boris Helleu]
8. Regions and Professional Football Clubs: What is cohabitation between the sports brand and the regional brand?
[Christopher Hautbois]
