TY  - CHAP
U1  - Teil eines Buches
A1  - Nufer, Gerd
A1  - Bühler, André
A1  - Chadwick, Simon
ED  - Dall'Olmo Riley, Francesca
T1  - Branding in sports
T2  - The Routledge companion to contemporary brand management
N2  - Brands are ubiquitous in the sports business. The significance of the brand is fuelled not only by the various functions that a brand performs for providers and consumers in sports, but by the monetary value that brands have come to represent for sporting organizations. As part of the commercialization and professionalization of sports, a uniform brand presence is becoming increasingly important for sporting organizations. The implication is the need for systematic and integral brand management. This chapter initially examines the key features of sports from the marketing perspective and the most important fundamentals of sport marketing. Based on this, we will demonstrate specifically how brands in sports are established and cultivated.
KW  - brand management
KW  - branding
KW  - sports management
KW  - sports marketing
KW  - sports sponsorship
Y1  - 2016
SN  - 978-0-415-74790-5
SB  - 978-0-415-74790-5
SP  - 536
EP  - 551
S1  - 16
PB  - Routledge
CY  - London ; New York
ER  -