Sport has become big business. This book takes a global look at the business of sport focusing upon the structure of the sport industry, commercialisation of sport, sport marketing, franchising, television and other rights and the rise of the global super athletes and teams. This is positioned in a global political and economic context and in the framework of global uncertainties and scenarios.
Autorentext
HANS WESTERBEEK and AARON SMITH are consultants with Manage to Manage Australasia Pty Ltd. with considerable experience in the area of sport business and the business of sport.
Zusammenfassung
Sport Business in the Global Marketplace explains how sport has become a vast industry, an entrenched social institution and a robust political arena driven by the insatiable entertainment appetite of the Western world. The book examines how globalisation, the explosion of commercialism, the inexorable progress of technology and the internet, the crossover with entertainment, the nature of the economy and the impact of culture, all affect the future of sport. The authors argue the existence of six dominant sport societies, and they present four future sport scenarios: Virtuous, Vicious, Regional and Cultural Sport Globalisation. Sport Business in the Global Marketplace should be on the bookshelf of every sport manager and sport entrepreneur. It reveals opportunities and offers a road map directing readers to business success in sport.
Inhalt
S-commerce: Facing the Future of Sport Business Bums on Seats: The Social Phenomenon of Sport Putting Sport on the Map: The Structure of Global Sport Business or Pleasure: The Commercialisation of Sport Self Service: Sport and the Services Economy In the Spider's Web: The Internet and Competitive Advantage in Global Sport Speaking in Tongues: Global Sport Marketing across Cultures Sport Trek: Future Sport Business in the Global Marketplace Epilogue: Brilliant Orange Finally Go all the Way!