{"id":4176,"date":"2021-09-27T14:34:45","date_gmt":"2021-09-27T12:34:45","guid":{"rendered":"https:\/\/ma57.dk\/?p=4176"},"modified":"2022-08-15T14:35:26","modified_gmt":"2022-08-15T12:35:26","slug":"the-power-of-money-new-book-on-the-logic-of-free-market-forces-in-danish-and-international-sports","status":"publish","type":"post","link":"https:\/\/ma57.dk\/en\/the-power-of-money-new-book-on-the-logic-of-free-market-forces-in-danish-and-international-sports\/","title":{"rendered":"The power of money: New book on the logic of free market forces in Danish and international sports"},"content":{"rendered":"

Did you know that European football clubs such as FC Barcelona, \u200b\u200bManchester United and Paris Saint-Germain have more than doubled their financial turnover over the past ten years, so that their annual turnover today amounts to 6-8 billions .\u2026 pr. club. Did you know that the Spanish top club FC Real Madrid and the multinational tech giant Microsoft have entered into a strategic collaboration, where the two companies mutually have direct data access to 450 million fans from different cultures, continents and time zones. Did you know that megastar Christiano Ronaldo (CR7) has 148 million followers on Facebook or almost twice as many as the world\u2019s two biggest sports equipment giants: Adidas (38 million) and Nike (34 million) have\u2026 combined.<\/p>\n

\n

New book fills a large gap within Danish sports research and teaching<\/strong><\/p>\n

You can get this factual information in the book \u201cSports management \u2013 Management and commercialization in the sports industry\u201d (Hans Reitzels Forlag, 2021), which has just been published. The book is the first basic book in Danish and it fills in a very competent way a large gap within Danish sports research and teaching. In my opinion, the book should in future be a compulsory textbook for all students in bachelor\u2019s and master\u2019s programs at business academies, university colleges and universities that deal with the sports industry. But the book can also provide board members, directors, executives, athletes, sponsors and journalists with useful and relevant insights and tools to (further) develop their clubs, federations, organizations, companies and media.<\/p>\n

Excellent interplay between professional knowledge and concrete cases<\/strong><\/p>\n

The book is edited by Ph.D. and Associate Professor at University College Nordjylland Kenneth Cortsen, M.Sc. com. and communications officer in the Players\u2019 Association Michael Hehr and Ph.D. and external associate professor at Aalborg University Renate Nielsen. In addition, Danish and international researchers, experts and practitioners have contributed with a number of exciting cases, which support, expand and put into perspective the book\u2019s theories, models and facts about sports marketing, sports management and sports economics. The interplay between the book\u2019s research-based knowledge, theoretical models and concrete cases, both from Denmark and abroad, is excellent. Likewise, the range, both in relation to sports, cultures and countries, is impressive.<\/p>\n

A new media agenda with the \u201cglobal consumer\u201d at the center<\/strong><\/p>\n

The book contains three main parts after an introduction to the sports industry, where the authors emphasizes that \u201cthe role of sport in society has developed explosively in recent decades. Association has become a business, and the time when sport was exclusively about what happened on the court, is long gone \u201ccompetition\u201d takes place not only on the court, where clubs nationally and internationally compete on the sporting parameter, but also off the field, where disciplines within e.g. Sports marketing, sports management and the sports economy have a decisive effect on the competitiveness of federations, leagues, clubs or individual athletes \u2013 not to mention the surrounding industry, which includes everything from agent and betting companies to equipment manufacturers and sports tourism players. The industry\u2019s focus remains on classic areas such as management and branding, but the market\u2019s changing mechanisms also have the effect that new disciplines require the attention of sports organizations. Innovation management, crisis communication and social media are examples of this. The development of the market is not least due to the interaction between industry-oriented innovation and consumers\u2019 new needs. The fragmented media agenda that offers more and more communication platforms leaves consumers in a privileged situation. In the new media landscape, it is possible to follow and get very close to practitioners all over the globe and from places where we have otherwise previously been denied access. And the whole thing even a few clicks with the index finger away \u201d.<\/p>\n

The sports industry has many different dimensions and perspectives<\/strong><\/p>\n

The first main part of the book focuses on themes and cases within sports marketing such as branding, sports as a PR tool, sponsorships, CSR in sports marketing, crisis communication and exit strategies, data-driven marketing, game entertainment, events and social media. The second main part of the book deals with sports management, i.a. themes and cases on leadership and management, organizational culture and sports management, talent management, venue management, leading innovation and volunteer management. The third main part of the book contains themes and cases in relation to sports economics, including supply and demand in the sports market, valuations, economic framework conditions, media, television rights, strategic analyzes and economic contexts, as well as earning capacity and distribution of income streams.<\/p>\n

Collision between the logic of free market forces and the \u201cinternal logic\u201d of sport<\/strong><\/p>\n

The sports industry is extremely complex with many different players, both local, national and global. One of the most important messages of the book, in my view, is that the goal, direction, content and form of sport are framed globally based on the logic of free market forces: The rich get richer and the poor get poorer. In short, this means that economic inequality, both between and within the individual sports, is getting bigger and bigger. And the logic of free market forces also demands that development happen faster and faster. The logic of the free market forces thus also collides with the sport\u2019s \u201cinternal logic\u201d with a focus on \u201cequal and fair competition\u201d. A collision, which is described and discussed in the book, but without precise answers and attitudes on the part of the authors. One of the many consequences of the logic of free market forces is that football today accounts for more than 80% of the sports industry\u2019s total economy in Europe, that more than half of Denmark\u2019s best football clubs today are owned by foreign private equity funds and investors and that Danish super league clubs boys of 8-10 years to play for their particular club. The global, commercial development thus has a number of significant direct effects on the development, structure and content of children\u2019s and youth football in Denmark. The commercialization and professionalisation of the sports industry pressures and challenges not only Danish Football Association (DBU), the Association of the Ligaclubs (Divisionsforeningen) and the Superliga clubs, but also the local football clubs in B\u00f8vlingbjerg, Brobyv\u00e6rk and Bj\u00e6verskov. In the longer term, this development, which has really gained momentum in the last two decades, will, in my opinion, lead to a number of very negative consequences in relation to e.g. public economic support for sport clubs, volunteer coaches and leaders, committed communities and democracy, which are core values \u200b\u200bfor Danish sports life and culture. However, the book\u2019s authors are to be commended for articulating the sport\u2019s \u2013 and not just football\u2019s \u2013 current biggest challenge: The power of money.<\/p>\n

A book with passion for sports<\/strong><\/p>\n

The authors should also be commended and recognized for the competent use of notes, an extremely comprehensive bibliography and a useful index. These three elements are far from always a matter of course, not even when publishing academic articles and textbooks. The book can be highly recommended to anyone who has a passion for sports \u2013 just like the book\u2019s three editors and the many communicators of the book\u2019s cases.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Did you know that European football clubs such as FC Barcelona, \u200b\u200bManchester United and Paris Saint-Germain have more than doubled their financial turnover over the past ten years, so that their annual turnover today amounts to 6-8 billions .\u2026 pr. club. Did you know that the Spanish top club FC Real Madrid and the multinational … Read more<\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[],"acf":[],"yoast_head":"\nThe power of money: New book on the logic of free market forces in Danish and international sports · MA57 Consulting<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ma57.dk\/en\/the-power-of-money-new-book-on-the-logic-of-free-market-forces-in-danish-and-international-sports\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The power of money: New book on the logic of free market forces in Danish and international sports · MA57 Consulting\" \/>\n<meta property=\"og:description\" content=\"Did you know that European football clubs such as FC Barcelona, \u200b\u200bManchester United and Paris Saint-Germain have more than doubled their financial turnover over the past ten years, so that their annual turnover today amounts to 6-8 billions .\u2026 pr. club. 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