posted on 2016-02-22, 11:55authored byJames Skinner
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.
History
School
Loughborough University London
Published in
Managing Football
Pages
103 - 118 (16)
Citation
SKINNER, J., 2010. Sport sponsorship and marketing. IN: Chadwick, S. and HAMIL, S., (eds.) Managing Football, London: Butterworth Heinemann, pp. 103-118.
Publisher
Butterworth-Heinemann/Elsevier
Version
AM (Accepted Manuscript)
Publisher statement
This work is made available according to the conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence. Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/