Written by European professors and focusing on the specificities of European sport, When Sport Meets Business analyses the growing commercialisation of professional sport in recent years and explains how it has developed into a major global industry.

SECTION A: THE NEW SPORT ENVIRONMENTChapter 1: When Sport Meets Business: A Brief Introduction - Rasmus K. Storm, Ulrik Wagner and Klaus NielsenChapter 2: The Expansion of the Sport Goods Industry - Anna Gerke and Maureen Benson-ReaChapter 3: When Globalisation and Migration Meet National and Local Talent Development - Sine AgergaardChapter 4: Commodification and Commercialization of Elite Athletes - Johannes Orlowski, Manuel Herter and Pamela WickerChapter 5: The Business of Running - Koen Breedweld and Jeroen ScheerderSECTION B: SPORT MARKETING AND MEDIAChapter 6: The Growth of Commercial Sponsorship - Ulrik Wagner and Thorsten DumChapter 7: The Battle for Media Rights in European Club Football - Harry Arne SolbergChapter 8: Ambush Marketing in Sport - Simon Chadwick, Nicholas Burton and Cheri BradishChapter 9: Sport, Social Media and Online Communities - Bastian Popp and Herbert WoratschekChapter 10: Corporate Social Responsibility in Sport - Mathieu DjaballahSECTION C: SPORT AND FINANCEChaper 11: Profits, Championships and Budget Constraints in European Professional Sport - Klaus Nielsen and Rasmus K. StormChapter 12: Financial Fair Play in European Football - Jan PieperChapter 13: Corruption and the Governance of Sport - Arnout Geeraert and Jens Sejer AndersenSECTION D: SPORTING EVENTSChapter 14: Sustainable Urban Legacies of Hosting the Olympic Games - Larissa DaviesChapter 15: The Cost of Hosting International Sports Events - Wladimir Andreff