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Perspektiven des Sports – Chancen und Risiken im Sportmarketing

In: Sportmarketing

Author

Listed:
  • Manfred Bruhn

    (Universität Basel)

  • Peter Rohlmann

    (PR-Marketing)

Abstract

Zusammenfassung Gerade im Hinblick auf disruptive Veränderungen in allen Bereichen des wirtschaftlichen und gesellschaftlichen Lebens ergeben sich auch Auswirkungen auf und Herausforderungen für das Sportmarketing. In diesem Kapitel werden verschiedene Perspektiven aufgezeigt und ein Ausblick auf die Chancen und Risiken im Sportmarketing gegeben. Dabei werden allgemeine Trends im Ecosystem Sport aufgezeigt wie auch systemimmanente Änderungstendenzen und Hinweise auf die Instrumentalisierung und Politisierung des Sports. Manche perspektivischen Ausblicke zeigen bereits heute, dass künftig noch mehr marktorientierte Anstrengungen und ein professionelles Arbeiten im Sportmarketing notwendig sein werden.

Suggested Citation

  • Manfred Bruhn & Peter Rohlmann, 2022. "Perspektiven des Sports – Chancen und Risiken im Sportmarketing," Springer Books, in: Sportmarketing, chapter 8, pages 79-86, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-37176-0_8
    DOI: 10.1007/978-3-658-37176-0_8
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