@incollection{B{\"u}hlerNufer2016,
  author    = {B{\"u}hler, Andr{\´e} and Nufer, Gerd},
  title     = {Relationship marketing in sports : building and establishing longstanding relations in the business of sports},
  booktitle = {Routledge handbook of sports marketing},
  editor    = {Chadwick, Simon and Chavanat, Nicolas and Desbordes, Michel},
  isbn      = {978-1-138-82351-8},
  institution = {ESB Business School},
  pages     = {207 -- 221},
  year      = {2016},
  abstract  = {As long as there have been professional sports, there have been relationships on different levels. For example, sponsorship (or patronage as it was called in the early days) was mostly based on personal relations between the local benefactors and their favourite sports club. Regarding media, clubs always maintained special relationships with selected journalists. The bond between fans and their clubs was always a close and mutually beneficial one. All these relationships existed from the start of the sports business. Therefore, relationship marketing is nothing new in the context of sports. Many sporting organisations always knew to value a deep and good relationship with their stakeholders and practised relationship marketing without being aware of it. Successful sports managers, however, take the old wisdom and turn it into a modern relationship marketing approach by structuring the various relationships in order to make them more effective and profitable for the own sporting organisation and the various stakeholders. This chapter ... illustrates the many facets of relationship marketing and the possibilities it offers in the context of the sports business.},
  language  = {en}
}