Abstract
This chapter sets out the basic aspects of a commercially usable sports marketing. It explains how values can be created and revenues generated in sport. Key issues such as brand management and brand protection as well as rights trading and business models of marketing are in the foreground. Also the question of which legal basis can be used in cooperation with partners. The focus is on the perspective of the rights owner. Furthermore, basic strategic and operational decisions in sports marketing are discussed.
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© 2023 The Author(s), under exclusive license to Springer Fachmedien Wiesbaden GmbH, part of Springer Nature
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Bruhn, M., Rohlmann, P. (2023). Basics of Sports Marketing. In: Sports Marketing. Springer, Wiesbaden. https://doi.org/10.1007/978-3-658-39122-5_3
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DOI: https://doi.org/10.1007/978-3-658-39122-5_3
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Publisher Name: Springer, Wiesbaden
Print ISBN: 978-3-658-39121-8
Online ISBN: 978-3-658-39122-5
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