Sport today represents an economy in its own right. Nowadays, the sport generates many consumer opportunities. The advent of sports marketing is marked above all by a craze for sport. Sport marketing is the set of marketing principles and strategies applied to the field of sport. It concerns products, services and organizations. Associating a brand, a product, with a sporting event or a sporting personality. Sport brings together many values and benefits from a very large audience, which is why many brands are looking to be visible.
Sports marketing encompasses several types of action. Football is the best example to show that marketing is omnipresent in the sports world. A club has an equipment manufacturer, sponsors, contracts with players (who themselves have contracts with brands, Cristiano Ronaldo with Nike)…
To illustrate this, in football, Real Madrid receives almost 70 million euros a year for the sponsor on the jersey. With their reputation, the clubs then manage to sell millions of jerseys around the world. The Chinese, who have little interest in football, do not hesitate to buy the latest PSG or Manchester United shirts. It’s called that the merchandising.
Sponsorship and merchandising are not the only revenues for sports clubs. TV rights are very important nowadays. It is in particular thanks to the TV rights that the Premier League clubs have long dominated other European clubs.
Charles 