Document Type
Conference Proceeding
Conference Track
Sport Marketing
Publication Date
2014
Abstract
This paper highlights important changes in soccer regulations that have shaped the sport into what it is today, and marketing approaches that are used within soccer organizations and how they are impacted by these regulations. Important regulations, such as the seminal Bosman Ruling and the Financial Fair Play regulation, are examined, the growth and importance of sponsorships within European soccer organizations is discussed. The growth of Internet marketing and the impact of future advances in technological regulations on the game of soccer are outlined.
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Recommended Citation
Harrison, Halee and Grünhagen, Marko, "The Impact of Soccer Regulations on European Soccer Organizations’ Marketing Tactics" (2014). Association of Marketing Theory and Practice Proceedings 2014. 37.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2014/37
About the Authors
Halee L. Harrison received her B.S. in Marketing from Eastern Illinois University. She is interested in professional sports and is employed as an Inside Sales Consultant for the Charlotte Bobcats (soon to be Hornets) in Charlotte, NC.
Marko Grünhagen received his Ph.D. from the University of Nebraska, and serves as Professor of Marketing and the Lumpkin Distinguished Professor of Entrepreneurship at Eastern Illinois University. Dr. Grünhagen's research has been published in numerous prestigious academic journals such as the Journal of Retailing, Journal of Business Research, Psychology & Marketing, Journal of Macromarketing, European Journal of Marketing, and the Journal of Small Business Management, to name a few.