Routledge handbook of football marketing

Football is big business. The top teams and leagues in world football generate huge amounts of revenue and serve an audience of billions of fans.

This work focuses on the marketing of football as the apex of the contemporary football industry.

Drawing upon key theories and concepts in sport marketing, it highlights the critical strategic and operational elements that underpin effective marketing in football clubs around the world.

From the English Premier League to Major League Soccer, this handbook addresses the most important developments in sponsorship, marketing communications, digital marketing strategies, customer relationship management and social media.

Written by a team of leading football marketing experts, it presents the latest cutting-edge research in case studies from countries including the UK, USA, France, Spain, Germany, Italy, China and Japan.