TY  - GEN
U1  - Sonstiges
ED  - Bühler, André
ED  - Nufer, Gerd
T1  - International sports marketing : principles and perspectives
N2  - The internationalisation of sports is clearly recognisable whenever athletes from different countries around the world compete with each other at the Olympic Games or various World Cups or World Championships. But internationalisation also takes place in the daily routine of top leagues such as the English Premier League or the NFL where teams are comprised of players from different national and cultural backgrounds. Not only is sports itself internationalised, but also the marketing of and with sports as the example of Lionel Messi – arguably the best football (or in order to avoid any misunderstandings: soccer) player of our time – shows. The Argentinean international plays for the Catalan club and Spanish champion FC Barcelona in US-American Nike-shirts (with Qatar Airways on the front and the logo of UNICEF at the back) and advertises privately for the German sporting-goods manufacturer adidas as well as Turkish Airlines. Sports marketing is as international as sports itself. However, the status quo and developmental stage of sports marketing differs from country to country, region to region and continent to continent. For example, the sports marketing approaches in Europe and the USA differ significantly in view of different league systems (open vs. closed system) and therefore different circumstances. German basketball clubs, for example, not only have sponsors on their shirts but also in their club names – whereas clubs (or better: franchises) of the NBA present themselves nearly ad-free. To gain a better understanding of the status quo of sports marketing in the various regions of this world is the main aim of this book and the very reason why it has been written.
KW  - Internationales Management
KW  - Marketing
KW  - Sport
Y1  - 2014
SN  - 978-3-503-14141-8
SB  - 978-3-503-14141-8
SP  - 400
S1  - 400
PB  - Erich Schmidt Verlag
CY  - Berlin
ER  -