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  • Sports marketing and Sponsorship

    Author(s)
    Skinner, James
    Griffith University Author(s)
    Skinner, James
    Year published
    2010
    Metadata
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    Abstract
    This chapter discusses the changing nature of the political economy of sport, and football in particular, in the last quarter of the twentieth century and the beginning of the twenty-first century. Focusing on the United Kingdom for a national perspective and on FIFA for the international perspective, this chapter identifies the nature of the market for sponsorships and endorsements, the fan base of national and international soccer, and the Horst Dassler-led FIFA assault on the traditional promotion of world football and the establishment of corporate partnerships that generate millions of dollars of revenue both ...
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    This chapter discusses the changing nature of the political economy of sport, and football in particular, in the last quarter of the twentieth century and the beginning of the twenty-first century. Focusing on the United Kingdom for a national perspective and on FIFA for the international perspective, this chapter identifies the nature of the market for sponsorships and endorsements, the fan base of national and international soccer, and the Horst Dassler-led FIFA assault on the traditional promotion of world football and the establishment of corporate partnerships that generate millions of dollars of revenue both for corporate identities and Football Associations.
    View less >
    Book Title
    Managing Football: An International Perspective
    DOI
    https://doi.org/10.1016/B978-1-85617-544-9.00007-2
    Subject
    Commerce, Management, Tourism and Services not elsewhere classified
    Publication URI
    http://hdl.handle.net/10072/33173
    Collection
    • Book chapters

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