Intro -- Preface -- Contents -- About the Authors -- 1 Introduction -- Abstract -- 2 Sports Marketing at the Center of Various Markets -- Abstract -- 2.1 Marketing in Sport and Marketing with Sport -- 2.2 Sport Marketing as a Prerequisite for Professionalization -- 2.3 Specialties in the Sports Market -- 2.4 Development of Sports Marketing -- 2.5 Sport Marketing as a Management Process -- 3 Basics of Sports Marketing -- Abstract -- 3.1 Value Creation Through Sport -- 3.2 Brand Management and Brand Protection in Sport -- 3.3 Rights Trading and Business Models of Marketing -- 3.4 Legal Basis for Cooperation with Partners -- 3.5 Strategic and Operational Marketing in Sports -- 4 Product and Service Aspects in Sports Marketing -- Abstract -- 4.1 Product and Service Offerings in Sport -- 4.2 Compensation of Marketing Partners -- 4.3 Range of Services as Drivers of Sales -- 5 Prices and Contracts in Sports Marketing -- Abstract -- 5.1 Prices as a Valuation and Negotiation Result -- 5.2 Price Strategies and Influencing Factors -- 6 Communication Topics in Sports Marketing -- Abstract -- 6.1 Communication and Advertising Rights in Sports Marketing -- 6.2 Sports Marketing and Sports Sponsorship -- 6.3 Sports Sponsorship from a Corporate Perspective -- 7 Sales Channels in Sports Marketing -- Abstract -- 7.1 Sales Policy Aspects in Sports Marketing -- 7.2 Individual and Central Marketing -- 7.3 Working with Agencies -- 8 Perspectives of Sport-Opportunities and Risks in Sports Marketing -- Abstract -- 8.1 General Trends for the
Sports Ecosystem -- 8.2 System-Immanent Change Tendencies -- 8.3 Instrumentalization of Sport -- References.