This is the first book to focus on crowdfunding in sport.
Crowdfunding is an important new financial instrument that is
becoming more popular with sports organisations, and this book
examines the research evidence for crowdfunding and considers how
it might be successfully implemented. Presenting international
cases and data, including from European football, the book explains
how crowdfunding campaigns have to be fully integrated with
strategic marketing plans and require a solid understanding of the
needs and motivations of potential investors, consumers and fans.
The book sets out a theoretical framework for applying strategic
marketing in the context of crowdfunding in sports clubs;
introduces the key characteristics of the sports crowdfunding
market and funders’ behaviours in the crowdfunding campaigns of
sports clubs; examines the market segments of the campaigns’
funders, and presents recommendations for developing marketing-mix
programs to target them. This is important reading for any
researcher, advanced student or practitioner with an interest in
sport business, sport marketing, sport finance, consumer behaviour
in sport, or entrepreneurship, innovation or technology in sport.
General
| Imprint: |
Taylor & Francis
|
| Country of origin: |
United Kingdom |
| Series: |
Routledge Research in Sport Business and Management |
| Release date: |
September 2023 |
| First published: |
2024 |
| Authors: |
Szczepan Kościółek
|
| Dimensions: |
234 x 156mm (L x W) |
| Pages: |
106 |
| ISBN-13: |
978-1-03-234116-3 |
| Categories: |
Books
Promotions
|
| LSN: |
1-03-234116-5 |
| Barcode: |
9781032341163 |
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