International marketing of the german football Bundesliga : exporting a national sport league to China
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| Deutscher übersetzter Titel: | Internationale Vermarktung der deutschen Fußball-Bundesliga : Exportieren einer nationalen Sportliga nach China |
|---|---|
| Autor: | Woratschek, Herbert; Kunz, Reinhard E.; Brehm, Patrick |
| Veröffentlicht: | Bayreuth: 2008, 27 S., Lit. |
| Herausgeber: | Universität Bayreuth / Rechts- und Wirtschaftswissenschaftliche Fakultät |
| Format: | Literatur (SPOLIT) |
| Publikationstyp: | Monografie |
| Medienart: | Elektronische Ressource (online) Gedruckte Ressource |
| Dokumententyp: | Graue Literatur |
| Sprache: | Englisch |
| Schriftenreihe: | Wirtschaftswissenschaftliche Diskussionspapiere der Universität Bayreuth, Band 01-08 |
| Schlagworte: | |
| Online Zugang: | |
| Erfassungsnummer: | PU201107005682 |
| Quelle: | BISp |
Abstract
Selling sport broadcasting rights abroad is of increasing importance for national sport organisations, leagues and clubs as revenues in their domestic markets are limited. The technologies of the New Media enable the realisation of international marketing strategies. Asia is a growing market with millions of people interested in sports. This study investigates the potentials in international marketing of the German Football Bundesliga in China. Therefore, 15 experts from sports business, science, organisations and the media were interviewed in order to identify value drivers of the Bundesliga in China and to compare the results of the survey with the market leader: the English Premier League. International marketing potentials and perspectives for the Bundesliga in China are discussed and implications are given. Verf.-Referat