Sports marketing in Western Europe
- 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.
| Author of HS Reutlingen | Nufer, Gerd |
|---|---|
| ISBN: | 978-3-503-14141-8 |
| Erschienen in: | International sports marketing : principles and perspectives |
| Publisher: | Erich Schmidt |
| Place of publication: | Berlin |
| Editor: | André Bühler, Gerd NuferORCiD |
| Document Type: | Book chapter |
| Language: | English |
| Publication year: | 2014 |
| Tag: | Internationales Management; Marketing; Sport |
| Page Number: | 24 |
| First Page: | 112 |
| Last Page: | 134 |
| PPN: | Im Katalog der Hochschule Reutlingen ansehen |
| DDC classes: | 796 Sport |
| Open access?: | Nein |
