Abstract
We jumped at the chance to co-review this book because, as educators and colleagues in a large Business School, we’ve had many discussions about the increasing commercialisation of sport. We’ve observed burgeoning scholarly attention on sport in the management sciences and remarked on the growing tendency among our students to apply management theory to sport when asked, for example, in assignments and/or class discussions. We recently proposed to more deeply embed the sporting industry (and indeed industries) in our curricula, given that sport is now considered ‘big business’. This edited book provides us with an important resource in this respect, since it is designed specifically to support the learning experience of students.
This book sets out to unearth answers to one fundamental question: What happens when sport meets business? In doing so, it is structured around four sections: The New Sport Environment, Sport Marketing and Media, Sport and Finance and Sporting Events. Each section comprises a number of chapters which draw on multiple disciplinary perspectives including, inter alia, economics, management, marketing, sociology and cultural studies. There are 15 chapters in total, each structured using a common template: an introduction; a section charting historical and contemporary developments; an exploration of contemporary and future challenges, capabilities and critiques; an applied case study (and in some chapters, a set of case studies); a conclusion. All chapter authors use empirical evidence to frame their arguments and provide recommendations for further reading. We were somewhat surprised, however, that no guided activities and/or reflective questions appear in any chapter.
The first section, ‘The New Sport Environment’ contains five chapters which consider both the trends and consequences of the increasing commercialisation of European sport. The first chapter, written by the editors, clearly and succinctly introduces the contextual rationale for the book, explains the book’s objective and sets out its structure. The second chapter, written by Anna Gerke and Maureen Benson-Rea, entitled ‘The Expansion of the Sport Goods Industry’, provides a discussion on the European sport goods industry which focuses on the key drivers behind its recent and exponential growth, at both macro and firm levels. The French sport goods specialist retailer, Decathlon, is the focus of the case study. While we found this chapter informative, a comparative analysis with sports goods industries in other regions would have enhanced its impact. The third chapter, ‘When Globalisation and Migration meet National and Local Talent Development’, written by Sine Agergaard, frames sport within a globalisation context. It considers the ways in which globalisation processes and sport labour migration create both challenges and opportunities for local and national sport governing bodies, which are the focus of the two case studies presented. This chapter is insightful and thought-provoking, and we found ourselves wishing it had been offered more word count. The fourth chapter is written by Johannes Orlowski, Manuel Herter and Pamela Wicker, titled ‘The Commodification and Commercialisation of Elite Athletes’. It charts the evolution and commercialisation of sport over time and the resulting transformation (or commodification) of elite athletes, which, frankly, we found fascinating. Good examples to support points are offered throughout, as well as a detailed case study centred on the commodification journeys of sibling boxers, the Klitschkos. The final chapter in this section, ‘The Business of Running’, written by Koen Breedveld and Jeroen Schreerder, introduces the growing commercialisation of grassroots and not-for-profit sports and uses running as its specific exemplar to develop this discussion. The authors chart running as a sport from its origins in the classical period to its current ‘tsunami’ of popularity, focusing on the social forces that have shaped this trend and the commercialisation opportunities which have accompanied it. While we found the chapter itself well-written and interesting, we felt that the two case studies presented were rather vague.
The second section of this book, ‘Sport Marketing and Media’, considers the role of media and marketing in relation to sport, and, again, comprises five chapters. The sixth chapter of the book, which is the first chapter in this section, is written by Thorsten Dum and Ulrik Wagner, titled ‘The Commercial Growth of Sponsorship ’. It offers an examination of the effects of commercialisation on modern sponsorship and clearly explicates the strategic process in sporting event sponsorship. Two excellent case studies are presented, which highlight the contrasting sponsorship strategies of two different organisations; they perfectly capture many of the key points made in this chapter. We felt, however, the discussion fails to consider the significance of digital media as an important sponsorship channel. Chapter 7, ‘The Battle for Media Rights in European Club Football’, by Harry Arne Solberg, analyses the forces driving growth in rights fees, and the influences on the distribution of revenues within, and among, European football leagues. Detailed tables are provided to illuminate key points, and the case study, focused on the export market for media rights from the Spanish LaLiga, successfully captures the global scope involved in such deals considered in the chapter. We would have liked to have seen some comparisons with other sports in this chapter, for example, rugby or hockey. Chapter 8, ‘Ambush Marketing in Sport’, by Simon Chadwick, Nicholas Burton and Cheri Bradish, examines the emergence of ambush marketing as a competitive response to strategic sponsorship and considers the implications of this relatively new phenomenon. This is a comprehensive, well-written chapter and sets out implications for both policy and practice. The next chapter, by Bastian Popp and Herbert Woratschek, titled ‘Sport, Social Media and Online Communities’, provides an important overview of the impact of social media on sport. Its focus is not restricted to social networks but considers all aspects of social media and the opportunities it provides in extending the fan experience. The contemporary challenge of anti-brand activism is clearly explained, and this is the focus of the case study in this chapter. The final chapter in this section, ‘Corporate Social Responsibility in Sport’, by Mathieu Djaballah, focuses on sport Corporate Social Responsibility (CSR) and draws attention to the fact that sport is no exception to the renewal of business ethics engendered by CSR. It provides a good overview of the concept of CSR in business, before setting out the specificities of CSR as it relates to sport. The case study centres on strategic CSR in the French Tennis Federation, emphasising the drivers and challenges to its implementation.
The third section of the book, ‘Sport and Finance’, comprises three chapters which examine economics and governance in sport. Chapter 11, written by Klaus Nielsen and Rasmus K Storm, ‘Profits, Championships and Budget Constraints in European Professional Sport’, explains the perceived preference for ‘win-maximisation’ over traditional profit-making expectations in sports businesses (in Europe) and makes for some interesting reading. It also offers evidence from those who oppose these beliefs and makes comparisons with North American sports. This comparative perspective, lacking in many of the other chapters, makes a nice addition to the book. Break-even goals, survival rates, budgets and institutions are also covered in detail. Chapter 12, ‘Financial Fair Play in European Football’, by Jan Pieper, explores the UEFA Club Licensing and Financial Fair Play (FFP) Regulations and is an enjoyable follow on from the previous chapter. The final chapter in this section, ‘Corruption and the Governance of Sport’, is written by Arnout Geeraert. It offers a detailed, but concise, overview of motivations for corruption in sport and considers the increasing commercialisation of sports as an influencing factor. A very thorough case study on major instances of corruption and scandals in sports organisations is provided, highlighting the magnitude of this issue in modern sports.
The fourth and final section of the book, ‘Sporting Events’, comprises two chapters. The first, ‘Sustainable Urban Legacies of Hosting the Olympic Games’ by Larissa Davies, explores the relationship between sports events and urban legacy in European cities. The problems that come with failing to implement long-term strategies are considered in detail, while the case study examines a (so far) successful example of urban legacy through the London Olympics. The next chapter in this section, and final chapter of the book, ‘The Cost of Hosting International Sports Events’ by Wladimir Andreff, outlines the issues and problems experienced by cities and countries successful in bidding for, and hosting, a major sporting event. What follows is a detailed discussion of this so-called ‘winners curse’, which, at times, is a little hard to follow. Having said that, this chapter places an emphasis on recommendations that may help to ameliorate some of the negative outcomes of this ‘curse’, providing some nice food for thought, especially for anyone involved in sports related policymaking.
Overall, we thoroughly enjoyed reading this book. It provides excellent insights into the social and economic forces that have shaped sport in recent times, useful for students of both business and sport, but especially undergraduates studying the intersection of business and sport. It is well-written and well-structured, where the editors have compiled the work of both subject matter experts and emerging scholars at the vanguard of their various research streams in Europe. Each chapter, when considered as a stand-alone text, could be used as recommended reading across a number of undergraduate topics but lacks the critical depth required at postgraduate level. Taken as a whole, however, the book should be considered as recommended reading on any MBA in Sports Management, or cognate course, in Europe – it may be less attractive to students in other regions given the absence of comparative analyses. For us, this book offers interesting and timely content with which to expand our curricula and has inspired us to consider what happens ‘when sports meets business’ in our own applied research.