Routledge Handbook of International Sport Business Routledge International Handbooks Series

Contemporary sport business is international. From global sport competitions and events, sponsorship deals and broadcasting rights to labour markets and lucrative flows of tourists, anybody working in sport business today has to have an international perspective. This book offers the broadest and most in-depth guide to the key themes in international sport business today, covering every core area from strategy and marketing to finance, media and the law.

Including authors from more than twenty countries spanning the Americas, Europe, Asia, Africa and Australia, this handbook addresses the most important issues in the world of sport business from a uniquely global perspective. Each chapter examines a particular cross-section of business and sport, encompassing all levels from grassroots to professional and elite. Divided into seven major subject areas, it offers insights from experts on:

• International Sport Business Strategy
• Sport Marketing
• Sport Economics and Finance
• International Sport Law
• Sport Media and Communication
• Sport Tourism
• Sport Development.

The Routledge Handbook of International Sport Business is an essential resource for any course on sport business, sport management or international business.

Introduction [Mark Dodds, Kevin Heisey and Aila Ahonen] Part 1: International Sport Business Strategy 1. Export of National Sport Leagues [Herbert Woratschek, Guido Schafmeister and Tim Ströbel] 2. Sport Business Intelligence and Data-Driven Decisions: The Case of AKK Sports Ltd and WRC Championship Neste Rally Finland [Risto Rasku and Douglas Michele Turco] 3. The UEFA Euro Championship 2020: A Path to Success or a Mistake in the Making? [Claudia Stura, Christina Aicher, Robert Kaspar, Carina Klein, Susanne Schulz and Stefan Unterlechner] 4. Major sport events at the center of International Sport Federations’ resource strategy [Josephine Clausen and Emmanuel Bayle] 5. Hosting International Sporting Events [Heather L. Dichter] 6. Globalisation of Sport Business Management Education [Pedro Guedes de Carvalho and Darlene A. Kluka] Part 2: Sport Marketing 7. Marketing Implications of Playing Regular Season Games in International Markets: Losing ‘Home’ Domestic Advantage or Gaining ‘Away’ International Advantage? [Eric Schwartz] 8. Olympic Games Image Perceptions Among Onsite Spectators: The Cases of Beijing, London and Sochi [Kyriaki (Kiki) Kaplanidou, Serkan Berber and Dan Drane] 9. The Role of Endorsement in International Sports Marketing [Sara Keshkar] 10. Women’s Tennis Association Efforts in Asian Markets [Vicky Martin and Valentina Starkova] 11. Globalizing a Brand Through Sport Sponsorships: The Case of Turkish Airlines and Its Sport Marketing Efforts [Cem Tinaz] Part 3: Sport Economics and Finance 12. Football’s Failing Finances [John Beech] 13. Debentures in the United Kingdom and Seat Licenses in the United States: Assessing the Similarities and Differences [Kevin Heisey] 14. The Significance of Direct Economic Impact of International Sport Events for the Hosting City [Osmo Laitila and Noud van Herpen] 15. Maximizing Revenue Through Ticketing Technology [Jim Reese] 16. Sport Industry in China: Opportunities and Challenges [Dongfeng Liu] 17. International Trade of Sport Products: Free Trade Agreements, Sporting Goods and Playing Talent [Sungho Cho] Part 4: Legal Aspects 18. Athlete Involvement in the Governance of Sport Organizations [Bogdan Ciomaga, Lucie Thibault and Lisa A. Kihl] 19. Athlete Image Rights in the US and UK [Simon Boyes and Natasha Brison] 20. How Can Sport Sponsors Comply with International Corruption Laws [Mark Dodds] 21. Trademark Protection Across Borders [Kerri Cebula] 22. Privacy at Work: Strategies for Successful Social Media Policies [Lauren McCoy] Part 5: Sport Media and Communication 23. Hijacking of a Hashtag: The Case of #CheersToSochi [Lauren Burch, Ann Pegoraro and Evan Fredrick] 24. Arabian Gulf Game Plan: The Social Media Marketing Strategy of the Emirates American Football League [Matthew A. Gilbert] 25. Internationalization as a Strategy for Success in the LPGA [Tara Mahoney] 26. Sports-Media Complex and the Business of Football in Africa [Gerard A. Akindes] Part 6: Sport Tourism 27. Global Sport Tourism and the Lure of Mega-Events [Brendon Knott and Kamilla Swart] 28. Sports Facilities Tourism [Louise Bielzer] 29. Promoting Responsible Sustainability in Sport Tourism: A Logic Model Approach [Derek van Rheenen] 30. Small-Scale Active Sport Tourism is International Business [Richard J. Buning and Brian D. Krohn] Part 7: Sport Development 31. India: From a Cricketing Nation to a Business Industry [Juthika Mehta] 32. The Role of Highlight Events in Sport-For-Development [Nico Schulenkorf and Katie Schlenker] 33. Social Entrepreneurship and Sport [Jonathan Robertson] 34. The Importance of Entrepreneurship in Small and Medium Size Sport Enterprises [Aila Ahonen and Sari Savolainen] 35. Partnership Building to Create Change [Kevin Heisey]

Mark Dodds is a Professor of Sport Management at SUNY Cortland, USA. Mark earned a JD from Marquette University Law School and is a doctoral candidate at the University of Jyväskylä, Finland. His research interests include legal issues in sport business and sport corruption.

Kevin Heisey is Associate Professor in the College of Business Administration at the American University in the Emirates, Dubai, UAE where he served as Associate Dean and director of the Sport Management and Master of Business Administration programmes. He currently serves as adjunct professor and subject matter expert in the "Economic & Financial Management of Sport" component of the Master of Science in Sport Management at Liberty University, Lynchburg, Virginia, USA. Among his research interests are the global sport business (finance, economics and marketing) and sport for development and peace.

Aila Ahonen is a Senior Lecturer at JAMK University of Applied Sciences, Finland. She teaches Sport Management and Sport Marketing, and her research areas are related to sport entrepreneurship and sport events. She is a board member of the European Association for Sport Management (EASM).