Year of Graduation
International Practices, Challenges and Prospects for the Development of Marketing in Football
Football, one of the world’s most popular sports uniting millions of people, nowadays is not only a game, but a business. Marketing activity became its essential part; however, being a relatively new field, it has not been studied extensively yet. There are controversial views on the marketing in sports: one can find it unnecessary and not related to football. This research studies marketing in football and proves its necessity for any sport business to flourish. Being based on a complex analysis of literature on the topic the paper deals with the main characteristics of the industry at international and national levels.