The sports business has become one of the fastest growing industries in recent years. Sports organizations now have the potential to generate massive amounts of revenue through a variety of different channels, including broadcasting rights, advertising and branding. However, the rise of sports-related business has so far received relatively little attention from management scholars and social scientists. This book argues that we can no longer afford to ignore this important economic and social phenomenon. It presents a new conceptual framework based on the concept of value creation to show how we can understand and explain the success and failure of sports organizations. Key concepts are illustrated with case studies of sporting organizations, including Real Madrid, FC Barcelona and the America's Cup. Written by a team of authors from one of the leading business schools in the world, it provides a unique set of theoretical and practical insights for researchers and sports organization managers. s a n da l io g óm e z is Professor and Chairman of the Center for Sport Business Management (CSBM) at IESE Business School, Madrid.
Under club president Florentino Pérez, Real Madrid Football Club appeared to utilise the proto-image of the firm (PIF) management approach. Such a strategy embraces the use of branding, values and mid- to long-term planning to generate income. In the case of Real Madrid, the strategy comprised the recruitment of 'Galácticos', which helped it to become the world's number one club in terms of both turnover and profile. Although the strategy delivered success economically, questions remain regarding its sustainability for a sporting organisation.
List of Illustrations x Acknowledgements xiii Foreword xv Prologue xix xii List of Illustrations A2.6.2 Market capitalization: Santander and BBVA A2.6.3 Global synergies A2.8.1 New Logico organizational structure A2.8.2 Global TGFM organizational structure A2.8.3 TGFM Europe organizational structure A2.8.4 Scope of customer information systems within TGFM A2.8.5 Market (IATA) rankings for Logico FM in Europe A2.8.6a Early attempts to measure productivity of the SFA A2.8.6b Early benefits framework A2.8.6c Early productivity results A2.8.7 SFA project team organization chart A2.
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