When Sport Meets Business

Sport industry, with huge potential and high income, has become an important economic field. Aiming at sport enthusiasts, sport practitioners and researchers, sport commercial companies and related voluntary organizations, When Sport Meets Business: Capabilities, Challenges, Critiques gathers the latest research results of 23 experts and professors in the field of European sport marketing, and comprehensively and deeply analyzes the advantages and disadvantages of the commercialization process of sport industry in an all-round way, hoping to promote greater economic benefits of the sports industry. When Sport Meets Business: Capabilities, Challenges, Critiques is divided into four parts, namely, 'The New Sport Environment', 'Sport Marketing and Media', 'Sport and Finance', and 'Sport Events', introduces sport industry management and sport event marketing under the commercialization of the sport industry, adopts interdisciplinary research methods, and analyzes the opportunities and challenges that the sport industry faces today in an interdisciplinary way, hoping to help scholars and researchers explore the potential of sport industry.