Show Me the Money!: How to Make Money Through Sports Marketing
* FIFA grossed over £2.3 billion from the 2010 World Cup in South Africa.
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.
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Sport and business
Sports marketing and products
Strategy positioning and brand
In search of the critical mass
Hanging up the sold out sign
Sponsorship rights or bust
Selling Sponsorship FC
Image rights TV and licensed merchandise
Implementation par excellence
The proud sponsor
14The Ballon dOr sports marketer