International Cases in the Business of Sport

INTRODUCTION
LEARNING MATRIX
Case 1
MÉS QUE UN CLUB (MORE THAN A CLUB): THE COMMERCIAL DEVELOPMENT OF FC BARCELONA
Simon Chadwick and Dave Arthur
Case 2
BRANDING SPORT TEAMS IN A COMPETITIVE CONTEXT: A LOOK AT TEAM BRANDING STRATEGIES IN THE NATIONAL HOCKEY LEAGUE
André Richelieu and Frank Pons
Case 3
ESPN STAR SPORTS
James Santomier
Case 4
THE CHALLENGES OF MODERNISING A PROFESSIONAL SPORT: A CASE STUDY OF PROFESSIONAL ROAD CYCLING
Stephen Morrow and Catharine Idle
Case 5
SWEATYBETTY: BY WOMEN, FOR WOMEN
Leigh Sparks
Case 6
UNIVERSITY COLLEGE DUBLIN ASSOCIATION FOOTBALL CLUB - PUTTING AN APPROPRIATE STRATEGY IN PLACE
Anne Bourke
Case 7
WHO COULD WISH FOR MORE? NEW ZEALAND'S COAST-TO-COAST MULTISPORT EVENT
Geoff Dickson and Sean Phelps
Case 8
TWENTY-20 AND ENGLISH DOMESTIC CRICKET
Paul Kitchin
Case 9
MANCHESTER UNITED: THE COMMERCIAL DEVELOPMENT OF A GLOBAL FOOTBALL BRAND
Sean Hamil
Case 10
SOMETHING FOR NOTHING - THE FREE TICKET MYTH
Paul Muller and Dave Arthur
Case 11
GUINNESS, SPORT, AND THE POSITIONING OF A GLOBAL BRAND
John Amis
Case 12
SPORTS IN THE COUNTRY OF A BILLION: A STUDY OF THE MARKETING POSSIBILITIES AND THE RESULTING DEVELOPMENT OF LESS POPULAR SPORTS IN INDIA
K.K. Ramachandran
Case 13
DEVELOPMENTS IN WEB TECHNOLOGY: ENHANCING THE VIEWING SPECTACLE OF SPORT.
Paul Turner
Case 14
TRIBALISM: ATTRACTING FANS IN A FRAGMENTED MARKET
Rudi Meir
Case 15
THE INTERNATIONALISATION OF CLUB ATLÉTICO DE MADRID, S.A.D.:
CREATING VALUE BEYOND BORDERS, A DIFFERENTIAL STRATEGY
Ignacio Urrutia, Germán Robles and Kimio Kase
Case 16
OLYMPIC MARKETING: THE POWER OF THE FIVE RINGS BRAND
Alain Ferrand
Case 17
TO CLOSE OR NOT TO CLOSE: PRESS RELATIONS AND LOCKER ROOM ACCESSIBILITY IN SPORTS
Paul M. Pedersen
Case 18
"THE GAME WE LOVE. EVOLVED.": CRICKET IN THE 21ST CENTURY
Maria Hopwood and Allan Edwards
Case 19
CELEBRITY ATHLETES AND ATHLETIC CLOTHING DESIGN: THE CASE OF NATALIE GULBIS
Norman J. O'Reilly & L.

Simon Chadwick is Professor of Sport Business Strategy and Marketing, and Leader of the Ambushing, Sponsorship and Sport Marketing Group, at Coventry University (UK). He is also a Director of the Birkbeck Sport Business Centre at the University of London. Simon is co-editor of the books 'The Business of Sport Management', 'The Marketing of Sport' and 'The Business of Tourism Management' (all published by FT Prentice Hall), and is also Editor of the International Journal of Sports Marketing and Sponsorship, Elsevier's Sport Marketing book series and the Henry Stewart Sports Marketing Talk Series. Simon has worked with numerous organisations from across sport including FC Barcelona, Atletico Madrid, Chivas US, the four Grand Slam tennis tournaments, the Football Association (FA), Sport England, the International Tennis Federation, Sport Business, Red Mandarin and International Marketing Reports. Dave Arthur is a senior lecturer in the Department of Exercise Science and Sport Management at Southern Cross University where he co ordinates the acclaimed Master of International Sport Management degree. Although this is his first co edited book he has published many book chapters, a range of articles in leading sport journals and is a member of the editorial board of Sport Management Review. In addition to academia he has consulted to leading sporting organisations including the National Rugby League, South Sydney Rugby League Club and the Australian Sports Commission. His abiding sporting passion however is rugby union. As a practicing journalist he was accredited for the 2003 Rugby World Cup and in 2006 he was privileged to be the Pacific Islanders' Media Manager for their three Test series versus Wales, Scotland and Ireland.

'A must have text for students and a valuable reference for professionals, International Cases in the Business of Sport provides a clear and stimulating insight into the ever changing, and increasingly expanding, global sport market.' Rob Wilson, Senior lecturer in Sport Management, Sheffield Hallam University, UK.