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Show Me the Money! : How to Make Money Through Sports Marketing by Esteve Calzada (2013, Trade Paperback)

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* FIFA grossed over 2.3 billion from the 2010 World Cup in South Africa. * The Champions League generates UEFA more than 1 billion in annual revenue. * Sixty-five per cent of all the money spent on players in Ligue 1 in France for the 2012/13 season was spent by just one club - Paris Saint-German. * Real Madrid's revenues increased 7 per cent in 2011/12 to 512 million, the highest in the world of football for the eighth consecutive year. The sums of money that bounce around elite football are staggering. Having revolutionised the sports marketing revenue streams for FC Barcelona, Esteve Calzada understands the numbers like no one before him. How do football clubs make their money? How do clubs become global brands, and their stars recognised throughout the world? Show Me The Money is a fascinating sports marketing handbook that uses football to show how money can be made by clubs, tournaments, federations like FIFA or by individual athletes. Full of real-world examples taken from his experiences at the frontlines, Esteve Calzada details how to get media presence, attract fans and generate revenue through the smart exploitation of facilities, sponsorships, television rights, players' image rights and the management of licensed products. This is a guide to sports marketing, but not a dry textbook. It is essential reading for sports marketers and sports marketing students, but fascinating to anyone interested in sport and the cascades of money in football.

Product Identifiers

Publisher
Bloomsbury Publishing
ISBN-10
1472903021
ISBN-13
9781472903020
eBay Product ID (ePID)
167755082

Product Key Features

Author
Esteve Calzada
Publication Name
Show Me the Money! : How to Make Money Through Sports Marketing
Format
Trade Paperback
Language
English
Publication Year
2013
Type
Textbook
Number of Pages
272 Pages

Dimensions

Item Length
9.2in
Item Height
0.6in
Item Width
6in
Item Weight
12 Oz

Additional Product Features

Lc Classification Number
Gv716
Table of Content
Introduction PART I: ANALYSIS, STRATEGY AND POSITIONING 1 Sport and business Football, king of sportsSports propertiesModels of ownershipFootball financeManagement trends 2 Sports marketing and products Hail, sports marketer!Products and customersModels of revenueSports marketing vs conventional marketing 3 Strategy, positioning and brand The sports marketer's roadmapWe need positioningFrom the positioning to the brandValidate your decisionsThe business plan PART II: MEDIA EXPOSURE AND CRITICAL MASS 4 Media exposure To be or not to be in the pressKnowing the media environmentAuditing contentThe communication planDistributing the contentThe 'non-business' of own mediaSocial networking sites 5 In search of the critical mass The value of the critical mass of supportersThe supporter numbers kitThe 'pulling in the punters' mindsetHe who has a database is wealthy beyond wordsWe now have a commercial product PART III: SALES 6 Packing the stadium Crowd attendance and the multiplier effectThe scorecard of factors influencing match attendanceThe exploitation of the stadium diagramThe content of eventsYour place or mine? The case of Juventus 7 Hanging up the 'sold out' sign The productsMatchgoers' experience through touch pointsThe six Ps marketing mixTicket sales scenariosConcessions, advertising and other productsThe sales action plan8 Sponsorship rights or bustA tough terrainThe winning three-leaf cloverSolving the sudoku of commercial rightsAdvertising spaces with a life of their own 9 Selling Sponsorship FC Sponsorship and other forms of commercialisationCompetition and ambush marketingCapturing sponsors, step by stepAuditing and mappingDesigning the sponsorship programmeThe top-notch sales dossierHere it is! The sponsor's money! 10 Image rights, TV and licensed merchandise The prime time of image rightsThe VIP roadmapThe upheaval in the European television marketThe consolidation of collective selling of rightsSensible commercial exploitation of TV rightsBasic concepts in merchandising managementOutsource and conquer!Red card for pirates PART IV: IMPLEMENTATION 11 Lawyer for a day The clauses that keep you awake at nightSample football club sponsorship contract 12 Implementation par excellence Touch points in the relationship with the sponsorThe sports marketer's renewal mentalityMarking the sponsorThe ten commandments for successful sponsorship 13 The proud sponsor Sponsorship vs conventional advertisingActivation, activation, activationThe 360° action planCase studies: Audi, Nike, Coca-Cola, Mahou 14 The 'Ballon d'Or' sports marketer The first eleven and the technical staffEleven sales techniques that workEleven skills for winning the Ballon d'OrThe eleven files in the new minister's briefcase Bibliography Acknowledgements Index
Copyright Date
2013
Topic
Marketing / General, Business Aspects
Dewey Decimal
796.0688
Intended Audience
Scholarly & Professional
Dewey Edition
23
Illustrated
Yes
Genre
Business & Economics, Sports & Recreation

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Show Me the Money! : How to Make Money Through Sports Marketing by Esteve Calzada (2013, Trade Paperback)

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All listings for this product

item 1 Show Me the Money!: How to Make Money Through Sports Marketing (Paperback or Sof

item 2 Show Me the Money!, Calzada, Esteve, Very Good Book

item 3 Show Me the Money! : How to Make Money From Sports Marketing, Paperback by Ca...

item 4 Show Me the Money! : How to Make Money From Sports Marketing, Paperback by Ca...

item 5 Show Me the Money!: How to Make Money through Sports Marketing by Esteve Calzada

item 6 Show Me the Money!: How to Make Money through Sports Marketing by Esteve Calzada

item 7 Esteve Calzada Show Me the Money! (Paperback) (UK IMPORT)

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