The Global Sport Economy

This book examines the global sports ecosystem through three of its central pillars: Sport marketing, sports equipment manufacture and sales, and sport governance and organization. By focusing on these three themes, the book presents a nuanced and multi-faceted view of how the global sports economy works and what its main strategic challenges and opportunities are. Offering a balance between theory and practice, and adopting an international perspective with case studies and examples from the Americas, Europe and Asia, the book addresses key issues such as corporate social responsibility, the impact of culture on international sport business, innovation and entrepreneurship, and consumer behaviour. The Global Sport Economy is fascinating reading for students, researchers and practitioners with an interest in sport business and management, sport marketing, the sporting goods industry and distribution and sport governance.

Michel Desbordes is Professor in Sports Marketing at the University of Paris-Saclay, France. As a Media Consultant, he is regularly consulted by BFM, France Télévisions, Europe 1, Le Monde and L'Équipe to discuss matters of sports business. He is also the Chief Editor of the International Journal of Sports Marketing and Sponsorship. Pascal Aymar is Managing Director of his own consultancy company, Twins Coaching and Consulting, providing strategic advice to companies in the sporting goods industry at an international level. He is also Development Director for INSEEC, a French Management School, Vice-President of the Outdoor Sports Valley, and a non-executive Board Member of several sports companies in Europe. Christopher Hautbois is Associate Professor at Université Paris-Saclay, France, where he oversees a master program in sport management. He is a specialist in sport and city branding as well as sports federations.

Introduction: The Current Situation and Outlook for Sports Markets, Part I: Sports Marketing, 1. Sports Marketing, from Humble Beginnings to Maturity, 2. Watching a Game or Experiencing It. Theoretical Foundations and Practical Cases of the Fan Experience, 3. CSR and Sports Event Organisers. State of Play, Controversies and Perspectives, Part II: The Sporting Goods Industry and Distribution, 4. Growth, Growth Drivers and the Energy Sources, 5. A Short History of the Sporting Goods Industry, 6. New Behaviour Trends Among Consumers of Sporting Goods, 7. Innovation in the Sports Industry, Part III: Sport Governance, 8. From Monopoly to Competition: The New Strategic Challenges Facing Public Sports Organisations, 9. The Governance of Sports Federations: Current Challenges in an International Context, 10. Sports Tourism: Contemporary Issues and New Trends on a Global Market, Conclusion