@incollection{B{\"u}hlerNufer2014,
  author    = {B{\"u}hler, Andr{\´e} and Nufer, Gerd},
  title     = {Sports marketing in Western Europe},
  booktitle = {International sports marketing : principles and perspectives},
  editor    = {B{\"u}hler, Andr{\´e} and Nufer, Gerd},
  isbn      = {978-3-503-14141-8},
  institution = {ESB Business School},
  pages     = {112 -- 134},
  year      = {2014},
  abstract  = {This chapter presents the diverse facets of sports marketing in Western Europe. It showcases the most important types of sports, most significant leagues, bestknown clubs, most popular athletes and the biggest sporting events in Western Europe while elaborating on the relevant aspects of sports marketing. We examine European sportsconsumers, characterise the sports marketing market in Western Europe an explain the current scientific/academic status of sports marketing. Moreover, we illustrate the motives for the internationalisation taking place in sports marketing. In conclusion, this chapter includes an international case study on the entry of the NFL into the European market.},
  language  = {en}
}