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Relationship marketing is an important issue in every business. Knowing the customers and establishing, maintaining and enhancing long-term customer relationships is a key component of long-term business success. Considering that sport is such big business today, it is surprising that this crucial approach to marketing has yet to be fully recognised either in literature or in the sports business itself. Relationship Marketing in Sports aims to fill this void by discussing and reformulating the principles of relationship marketing and by demonstrating how relationship marketing can be successfully applied in practice within a sports context. Written by a unique author team of academic and practitioner experience, the book provides the reader with: the first book to apply the principles of relationship marketing specifically to a sports context case studies from around the world to provide a uniquely global approach applicable worldwide strong pedagogical features including learning outcomes, overviews, discussion questions, glossary, guided reading and web links practical advice for professional, semi-professional and non-professional sporting organisations a companion website providing web links, case studies and PowerPoint slides for lecturers. Relationship Marketing in Sports is crucial reading for both students and professionals alike and marks a turning point in the marketing of sports.
This introductory chapter starts with a brief discussion about the differences between the long-standing perspective of sports marketing and more modern sports marketing approach. The discussion leads to the ultimate question whether sports marketing can be seen as a new and independent marketing discipline rather than a normal form of marketing. In addition, a coherent definition of sports marketing will be presented which serves as the underlining definition of this edition volumen. Then the most important characteristics of sports of a marketing perspective will be explained using some real-life examples. The structure as well as the individual chapters of this book will be introduced in the following. This first chapter concludes with the introduction of the German Institute for Sports Marketing which has been founded by the editors of this book.
Although sports is generally defined as motor activity, it has always been much more than that. Since management and sports follow the same objective of achieving highest performance, correlation between these two fields nowadays become increasingly interesting in terms of corporate strategy. This chapter aims to point out how organisations as well as individuals can benefit from the general and psychological values and strategies of sports, by first looking at the general framework of professional sports an futher applying approaches from various types of sports directly to certain business functions like general management, human resource management and marketing management. The chapter concludes with an international case study and brief outlook.
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.
Marketing in sports
(2014)
In this chapter the principals of marketing will be explained an transferred to the contex of sports. Following a brief introduction the principles of marketing will be outlined and explained in further detail. Then the subject of sports marketing will be introduced from different perspectives using various definitions and approaches. Afterwards the focus is on the unique characteristics of sports marketing before a model of sports marketing will be presented. Then it will be shown how professional sporting organisations might market their products an themselves. The chapter concludes with a detailed case study using the example of FC St. Pauli which is one of only few real brands in German sports.
This concluding chapter summarises and discusses the different parts and findings of the anthology on hand. The main statements and conclusions of each chapter are presented. Following up, the editors try to look into the future of the sports business and sports management in general and the future of sports marketing in particular and draw a final conclusion.
Ambush marketing in sports
(2014)
A sports event organizer sells exclusive marketing rights for his event to official sponsors, who, in return, acquire exclusive options to utilize the event for their own advertising purposes. Ambush marketing is the practice by companies of using their own marketing, particularly marketing communications activities, to create an impression of an association with the event to the event audience, although the companies in question have no legal or only underprivileged or non-exclusive marketing rights for this event sponsored by third parties. So, the objective of ambush marketing is to benefit from the success of sports sponsorship without having the duties of an official sponsor.
It is fine line between creative marketing communication and infringing on sponsorship rights. From the perspective of the event organizers and sports sponsors ambush marketing represents an understandable threat, while from the perspective of the ambushers it offers the opportunity to reach the target audience in an attractive environment and at affordable cost. The paper defines and structures the phenomenon of ambush marketing and analyses the impacts of ambush marketing in sports. The results of an empirical study on the effects of ambush marketing in the frame of the FIFA Soccer World cup are presented and discussed.
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.
For many companies, it is major international sporting events (in particular the Football World Cup or the Olympic Games) that constitute the ideal platform for the integration of their target group-specific marketing communication into an attractive sports environment. Sports event organizers sell exclusive marketing rights for their events to official sponsors, who, in return, acquire exclusive options to utilize the event for their own advertising purposes. Ambush marketing is the method used by companies that do not hold marketin rights to an event, but still use their marketing activities in diverse ways to establish a connection to it. There is still whidespread debate and confusion about the topic. Ambush marketing is often defined in different ways, by different people, according to their position as either supporters of opponents of the practice.
Branding in sports
(2016)
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.