This book provides the basic knowledge ("basics") for professional sports marketing and gives suggestions for management practice. In the course of social and economic development, sports marketing has grown from rudimentary beginnings into a highly professional and complex discipline that not only affects those directly involved, but has also involved other interest groups (stakeholders) who often pursue their own and not always compatible intentions and interests.In addition, megatrends such as digitalisation and globalisation have given new impetus to sports marketing, just as sport itself has changed significantly in all its different manifestations and structures (including professionals and amateurs, sponsorship and organisation, self-determination and external determination).The authors present the basic building blocks in sports marketing in a compact manner and outline framework conditions, special features, strategy development and the use of marketing instruments. In this way, they create knowledge and understanding for successful sports marketing in the future.
The content- Sports marketing at the centre of different markets
- Basics of sports marketing
- Performance aspects in sports marketing
- Prices and contracts in sports marketing
- Communication issues in sports marketing
- Distribution channels in sports marketing
- Perspectives of sport - opportunities and risks in sports marketing
Author(s): Manfred Bruhn, Peter Rohlmann
Publisher: Springer
Year: 2022
Language: English
Pages: 91
City: Wiesbaden
Preface
Contents
About the Authors
1 Introduction
Abstract
2 Sports Marketing at the Center of Various Markets
Abstract
2.1 Marketing in Sport and Marketing with Sport
2.2 Sport Marketing as a Prerequisite for Professionalization
2.3 Specialties in the Sports Market
2.4 Development of Sports Marketing
2.5 Sport Marketing as a Management Process
3 Basics of Sports Marketing
Abstract
3.1 Value Creation Through Sport
3.2 Brand Management and Brand Protection in Sport
3.3 Rights Trading and Business Models of Marketing
3.4 Legal Basis for Cooperation with Partners
3.5 Strategic and Operational Marketing in Sports
4 Product and Service Aspects in Sports Marketing
Abstract
4.1 Product and Service Offerings in Sport
4.2 Compensation of Marketing Partners
4.3 Range of Services as Drivers of Sales
5 Prices and Contracts in Sports Marketing
Abstract
5.1 Prices as a Valuation and Negotiation Result
5.2 Price Strategies and Influencing Factors
6 Communication Topics in Sports Marketing
Abstract
6.1 Communication and Advertising Rights in Sports Marketing
6.2 Sports Marketing and Sports Sponsorship
6.3 Sports Sponsorship from a Corporate Perspective
7 Sales Channels in Sports Marketing
Abstract
7.1 Sales Policy Aspects in Sports Marketing
7.2 Individual and Central Marketing
7.3 Working with Agencies
8 Perspectives of Sport—Opportunities and Risks in Sports Marketing
Abstract
8.1 General Trends for the Sports Ecosystem
8.2 System-Immanent Change Tendencies
8.3 Instrumentalization of Sport
References
