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Introduction: The Sports Sector in a Global Context

In: Sports Marketing

Author

Listed:
  • Sean Ennis

    (University of Strathclyde)

Abstract

This chapter sets the scene for the reader in terms of the key issues that the book addresses. It begins by acknowledging the unprecedented challenges facing the sports sector in general and sports marketers in particular, as a consequence of the Coronavirus pandemic. It is likely that existing business models used by sports organisations will need to be re-appraised in light of the initial impact of this crisis, which is likely to last for some time. We assess the major changes that have taken place in the sports sector over the past 20–30 years or thereabouts. These include: geographic shifts, the growth of eSports, sustainability, technology, the focus on the commercial imperative, fan connectedness and the growth of the female sports sector. This chapter concludes by providing the reader with an overview of the content of each of the chapters and identifies a number of cases which have been included in the book. These cases provide an opportunity to examine how selected sports organisations address the concepts and theories in practice. Hopefully, they will also generate some fruitful discussion and debate in a seminar or class setting.

Suggested Citation

  • Sean Ennis, 2020. "Introduction: The Sports Sector in a Global Context," Springer Books, in: Sports Marketing, edition 1, chapter 1, pages 1-7, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-53740-1_1
    DOI: 10.1007/978-3-030-53740-1_1
    as

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