Sport Startups: New Advances in Entrepreneurship examines the
global growth of startup enterprises in the sports sector and
addresses how they contribute to new developments in business
innovation and entrepreneurship. Highlighting the unique challenges
faced by startups in this sector, Vanessa Ratten explores
approaches to business model development, branding and marketing,
and the utilization of new technologies to build successful
enterprises, underpinning her study with a clear theoretical
framework rooted in institutional theory. Sport Startups is one of
the first books to specifically focus on the role of startups in
sport. Analyzing the inherent start-up aspect of the sporting
sector, due to the combination of profit and non-profit ties, which
means that many sport enterprises are developed as new start-up
business ventures as they link in with the community. The book
foregrounds how startups in sport are vital in developing a better
global society that emphasizes the role of health and fitness in
communities. Sport Startups will be illuminating reading for all
scholars of innovation, entrepreneurship, sports management and
business studies.
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