Managing Football: An International Perspective pptx

Managing Football: An International
Perspective
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Managing Football: An International
Perspective
Sean Hamil and Simon Chadwick
AMSTERDAM $ BOSTON $ HEIDELBERG $ LONDON $ NEW YORK $ OXFORD
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Butterworth-Heinemann is an imprint of Elsevier
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First edition 2010
Copyright Ó 2010, Mr. Sean Hamil and Professor Simon Chadwick.
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10 10987654321
Contents
ACKNOWLEDGMENTS ix
BIOGRAPHIES xi
FOREWORD xxiii
Part 1 Managing Football
CHAPTER 1 Introduction and market overview 3
Sean Hamil and Sim on Chadwick
CHAPTER 2 Ownership and governance 17
Geoff Walters and Sean Hamil
CHAPTER 3 New media challenges in the twenty-first century 37
James Santomier and Artur Costabiei
CHAPTER 4 Public relations and the media 55
Maria Hopwood
CHAPTER 5 Law and regulation 73
Steve Greenfield and Guy Osborn
CHAPTER 6 International and global development 85
Sten So
¨
derman, Harald Dolles and Thorsten Dum
CHAPTER 7 Sports marketing and sponsorship 103

James Skinner
CHAPTER 8 Finance in the football industry 119
John Beech
CHAPTER 9 Supply chain management and retailing 151
Leigh Sparks
v
CHAPTER 10 Organising and human resource management 169
Linda Trenberth
CHAPTER 11 Leagues and competitions 185
Saurabh Patel and Stefan Szymanski
CHAPTER 12 Agents and intermediaries 201
Raffaele Poli
CHAPTER 13 Stadia and facilities 217
Paul Turner, Pamm Kellett, Heath McDonald,
and Constantino Stavros
Part 2 Managing Football in the Big Five
CHAPTER 14 England 239
John Beech
CHAPTER 15 Spain 265
Carlos Martı
´
, Ignacio Urrutia, and A
´
ngel Barajas
CHAPTER 16 Italy 281
Sergio Cherubini and Andrea Santini
CHAPTER 17 France 303
Michel Desbordes and Alexis Hamelin
CHAPTER 18 Germany 321
Andre

´
Bu
¨
hler
Part 3 Managing Football in Emerging Markets
CHAPTER 19 Australia 339
Dave Arthur and Greg Downes
CHAPTER 20 North America 357
Frank Pons and Andre
´
Richelieu
CHAPTER 21 China 373
Li Jingbo, Ruqi Zhou, and Adrian Pritchard
CHAPTER 22 South Africa 387
Urmilla Bob, Scarlett Cornelissen, an d Kamilla Swart
Contents
vi
Part 4 Managing Football in Established Markets
CHAPTER 23 The Netherlands and Belgium 409
Trudo DeJonghe, Sjef van Hoof, Wim Lagae, and
Jos Verschueren
CHAPTER 24 Mexico 437
Liz Crolley and Rogelio Roa
CHAPTER 25 South Korea 457
Chong Kim
GLOSSARY 473
INDEX 483
Contents
vii
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Acknowledgements
Sean and Simon wish to thank all the contributors to the book for their hard
work and diligence in completing their chapters. In addition, they reserve
special thanks for Francesca Ford who commissioned the book and has since
left Elsevier, and for Eleanor Blow and Holly Bathie at Elsevier who subse-
quently took up Fran’s mantle and helped us bring the book to final publi-
cation. They would also like to thank Hannah Libya Russel, production
project manager for the book at Elsevier, for her excellent work throughout.
ix
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Biographies
Dave Arthur
Dave is a senior lecturer in the Department of Exercise Science and Sport
Management at Southern Cross University, where he coordinates the Masters
of International Sport Management degree. He has contributed chapters to
many books, a range of articles in leading sport journals, and is a member of
the editorial board of Sport Management Review. In addition to academia, he
has consulted to leading sporting organisations, including the National Rugby
League, South Sydney Rugby League Club, and the Australian Sports
Commission. His abiding sporting passion, however, is rugby union. As
a practicing journalist he was accredited for the 2003 Rugby World Cup, and in
2006, he was privileged to be the Pacific Islanders’ media manager for their
three Test series versus Wales, Scotland, and Ireland.
A
´
ngel Barajas
Angel is an associate professor of finance at the Faculty of Business
Administration and Tourism, University of Vigo, and researcher of the
Spanish Economic Observatory for Sport. His main research topic is football
finances. He is the author of El valor econo

´
mico del fu
´
tbol and Las finanzas
detra
´
s del balo
´
n.
John Beech
John is head of Sport and Tourism Applied Research and codirector of CIBS
(Centre for the International Business of Sport) at Coventry University Busi-
ness School, United Kingdom. His current research interests are in insolvency
in English football clubs and postcommercialisation in sports businesses. John
is coeditor of The Marketing of Sport, The Business of Sport Management, and
The Business of Tourism Management (all published by FT Prentice Hall).
xi
Urmilla Bob
Urmilla is an associate professor in the discipline of geography, School of
Environmental Sciences at the University of KwaZulu-Natal, South Africa.
She has published in several journals and contributed chapters to many
books on sports eventsdrecently foc using on the 2010 FIFA Soccer World
Cup. She also supervises postgraduate students who are undertaking
research on 2010 and sports events in general. Some of the issues being
researched includ e residents’ percep tions, socioeconomic impacts, the
greening of sport events, and legacy impacts.
Andre
´
Bu
¨

hler
After studying management, marketing and business psychology at
Nu
¨
rtingen University (Germany), Andre
´
obtained a PhD in the field of sports
marketing at the University of Plymouth in 2006. He then returned to
Germany and became a research & scholarship consultant and lecturer in
management & marketing at the Heidelberg International Business
Academy. Andre
´
currently works for the world-wide leading sports research
consultancy IFM where he holds the position of Head of Market Research.
He has published a number of papers and co-authored various books on
sports management and sports marketing.
Simon Chadwick (Coeditor)
Simon is a professor of sport business strategy and marketing and a director
of CIBS (Centre for the International Business of Sport) at Coventry
University Business School, United Kingdom. He has researched and pub-
lished extensively in the area of sport marketing and commercial strategy in
sport, and is coeditor of The Marketing of Sport, The Business of Sport
Management, and The Business of Tourism Management (all published by
FT Prentice Hall), and International Cases in the Business of Sport (published
by Butterworth Heinemann).
Sergio Cherubini
Sergio is full professor of marketing and director of the Sport Management
Unit at Roma Tor Vergata University, Italy. He is author of many books and
Biographies
xii

articles in the areas of marketing, strate gy, and organization, with particular
interest in sport manageme nt, including Marketing Sportivo, published by
Franco Angeli Editore, Milano.
Scarlett Cornelissen
Scarlett is an associate professor in the Department of Political Science at
Stellenbosch University, South Africa. She is the author of a book on South
Africa’s place in the global tourism system (2005, Ashgate) and the coeditor
of three other books, one on African international relations (2006, University
of Cape Town Press) and two on comparative perspectives on globalisation
(2007, Palgrave). She serves on the editorial board of Leisure Studies and is
Africa editor of this journal.
Artur Costabiei
Artur is currently a communications manager for LM2, a marketing agency
representing Winter sport athletes and organisations in Alto Adige, Italy. Prior
to joining LM2, he was an account manager with Global Sportnet. He has
a masters of arts in sports management from the University of Florence, Italy.
Liz Crolley
Liz lectures in the business and management of foot ball at the University of
Liverpool Football Industry Group. She has published widely on social,
economic, cultural, and political aspects of football, but her roots as a linguist
attract her particularly to Spain, Italy, and South America. Recent books
include Football, Europe and the Press (coauthor, 2006), Fu
´
tbol, Futebol,
Soccer: Football in the Americas (coeditor, 2007), and Football and European
Identity (coauthor, 2002).
Michel Desbordes
Michel is a professor at the University of Paris Sud 11, France. He is also
a professor at the ISC School of Management (Paris, France). He has published
16 books (United Kingdom, Spain, France, Russia) and 22 academic articles in

this field. His last book in English is Marketing and Football: An International
Perspective, which was published by Elsevier in October 2006.
Biographies
xiii
Trudo Dejonghe
Trudo is professor of economics, international economics, and sports
economics at the Lessius University College, Antwerp, and a guest professor
of sports economics at the Vrije Universiteit Brussels in Belgium and
Copenhagen Business School in Denmark. He has researched and published
extensively in the areas of restucturing football leagues and the necessity for
new football stadia. He has published Dutch books on sports economics with
Arko Sportsmedia Nieuwegein. With Butterworth-Heinemann (2009) he has
published a book on sports economics with Paul Downward and Alistair
Dawson. Because of his economic and geographical research background he
also published a book entitled Sport in de Wereld (sport in the global space)
with Academia Press Gent.
Harald Dolles
Harald is professor of management and international business at Heilbronn
Business School, Germany, and a visiting professor at the Instituto de
Empresa Business School, Spain. He researches international cooperative
ventures, entrepreneurship, and sports business, all fields in which he has
published widely.
Greg Downes
Greg works at Southern Cross University, Lismore, New South Wales,
Australia, where he is a sessional unit assessor in sport management in the
School of Health and Human Services. Greg has consulted widely in the area
of sport management and local government recreational planning, and has
had twenty years experience in the field of local government and community
planning. He has a bachelor’s degree in economics and a masters’ degree in
international sport management.

Thorsten Dum
Thorsten is a research associate and Ph.D. student at the Department of
Management and International Business at Heilbronn Business School. After
graduating in sport science from the German Sport University of Cologne,
with a specialisation in sport management and sport economics, he has been
Biographies
xiv
working as a project manager in the sports business, mainly specialising in
planning and implementing sports-related events. His research interest
currently focuses on sport sponsorship.
Steve Greenfield
Steve is a senior academic in law at the University of Westminster in London.
He has written on many areas of law and film, as well as other areas of
popular culture, including music, sport, and leisure. Steve is one of the
founding editors of the Entertainment and Sports Law Journal. Along with
Guy Osborn and Peter Robson, his book Film and the Law will be published
by Hart Publishing in 2010. Steve is also coeditor of the Routledge book
series Studies in Law, Society and Popular Culture.
Alexis Hamelin
Alexis is a commercial executive with the Racing Club de Strasbo urg football
team in France and with the SPORTFIVE consulting firm.
Sean Hamil (Coeditor)
Sean is a lecturer in the Management Department, Birkbeck College,
University of London. A graduate of Trinity College Dublin and the London
School of Economics, he has published in the areas of corporate social
responsibility and the governance and regulation of sport. He has coedited
three books on regulation and governance and regulations in the football
industry: The Changing Face of the Football Business: Supporters Direct,
London: Frank Cass (2001); Football in the Digital Age: Whose Game Is It
Anyway? Edinburgh: Mainstream (2000); and A Game of Two Halves? The

Business of Football, Edinburgh: Mainstream (1999). He is a cofounder and
director of Birkbeck College, University of London’s Sport Business Centre.
He is an elected director of Supporters Direct, and was responsible for estab-
lishing Support er Direct’s activities in Scotland. Supporters Direct is funded
by the U.K. government with the aim of promoting and supp orting the
concept of democratic supporter ownership and representation at football
clubs through mutual, not-for-profit structures.
Biographies
xv
Sjef van Hoof
Sjef is an economic geographer with in an interest in sports research at the
NHTV Breda University of Applied Sciences in the Netherlands. He has been
editor of the sports section in the Bosatlas of the Netherlands.
Maria Hopwood
Maria is a senior lecturer in public relations at Leeds Metropolitan Univer-
sity in the UK. Her research interests are in sports public relations and
marketing communications, in which areas she has published a number of
book chapters and journal articles. Having a particular interest in the
evolution of cricket, her current research is into the public relations impact
of Twenty20 cricket.
Pamm Kellett
Pamm is a senior lecturer in sport management in the School of Manage-
ment & Marketing at Deakin University in Australia. She has published
extensively in the area of sport management and is an Editorial Review Board
member of Sport Management Review.
Chong Kim
Chong is professorof sport industry and management, and directorof the SIMC
(Sport Industry and Marketing Centre), at Hanyang University, Korea. He has
researched extensively in the area of sport industry and marketing. He has also
worked as chairman of the Sport Industry Promotion Forum in Korea.

Wim Lagae
Wim is professor of marketing communications at the Lessius University
College, Antwerp, in Belgium. He is also a guest lecturer in sports marketing
and communications at the faculty of Kinesiology and Rehabilitation
Sciences at the Catholic University of Leuven. He is author of Sports Spon-
sorship and Marketing Communications: A European Perspective (Financial
Times/Prentice Hall) and has published in the area of sports sponsorship
communications.
Biographies
xvi
Jingbo Li
Jingbo is associate profe ssor of physical education at Sun Yet-Sen University,
People’s Republic of China. He has researched extensively in the areas of
physical education and sports training in China. He is the coeditor of Football
and Sports and Health (both published by Sun Yet-Sen University Press), and
Basic Theory in Physical Education (published by Guangdong Higher Educa-
tion Press).
Carlos Martı
´
Carlos is a lecturer at the Centre for Sport Business Management (CSBM) at
IESE Business School, University of Navarra, Spain. He received his Ph.D.
from Complutense University, an MSc. from Clark University, and a BAJ.
from University of Navarra. He has been a consultant with the Madrid
Consulting Group. He is also a partner and consultant in the Digital
Operators Group and Key International Sport companies.
Heath McDonald
Heath is an associate professor of marketing at Deakin University in
Australia. His research interests include sports, arts, and nonprofit
marketing, with a specific emph asis on consumer behaviour in subscription
markets such as season-ticket holders.

Guy Osborn
Guy is professor of law at the University of Westminster in London and
visiting professor at Norwegian University of Science and Technology
(NTNU), Trondheim, Norway. Guy is one of the founding editors of the
Entertainment and Sports Law Journal and has written widely in the area of
law and popular culture. Along with Steve Greenfield and Peter Robson, his
book Film and the Law will be published by Hart Publishi ng in 2010. Guy is
a coeditor of the book series Studies in Law, Society and Popular Culture and
chair of the Law and Popular Culture Working Group for the Research
Committee for the Sociology of Law.
Biographies
xvii
Saurabh Patel
Saurabh is a doctoral student at the Cass Business School, City Unive rsity,
London, England.
Raffaele Poli
A geographer and sociologist by training, Raffaele has worked as a scientific
collaborator at the International Centre for Sports Stu dies at the Universite
´
de Ne ucha
ˆ
tel since November 2002. Since September 2008, he has been
a junior professor assistant at the Institute of Sport Science and Physical
Education of the University of Lausanne. He is the cofounder of the
Professional Football Players’ Observatory and researches issues related to
migration, labour markets, globalization, social networks, identity, and
geopolitics. He is coeditor of the Annual Review of the European Football
Players’ Labour Market.
Frank Pons
Frank is an associate professor at Universite

´
Laval (Canada). He has published
in the Journal of Business Research, Psychology and Marketing, the Journal of
Services Research, and the Sport Marketing Quarterly. He is on the editorial
board of the International Journal of Sports Marketing and Sponsorship and
was guest editor of several special issues in sport marketing journals.
Adrian Pritchard
Adrian is a lecturer at Coventry University. Since September 2006, he has
been based at Guandong University of Foreign Studies, China. His research
interests lie in sport and tourism.
Andre
´
Richelieu
Andre
´
is an Associate Professor in the Faculty of Business Administration,
Universite
´
Laval, Canada and a specialist in brand management and sports
marketing. His research interests relate to: how professional sports teams can
internationalise their brand; how sports teams can improve fans’ experience
at the sport venue and outside the stadium and increase fans’ attachment to
the team; and how sports teams and equipment makers can capitalise on the
Hip Hop/Urban movement.
Biographies
xviii
Rogelio Roa
Rogelio is the commercial director at DreaMatch Solutions, a sports marketing
firm in Mexico. He is the coauthor of the book La isla del fu
´

tbol, in which he
offers a personal view of the English Premier League, developed while he was
obtaining his MBA on football industries at the University of Liverpool. He
lectures in Sports Marketing at Anahuac University and is a journalist for
www.mediotiempo.com, the most popular football site in Mexico.
Andrea Santini
Andrea is coordinator of the masters in sports economics and management at
the University of Rome Tor Vergata, lecturer in sports management and
business communication at the same university, and guest speaker on
various courses in marketing and business management. His main research
interests are marketing in the entertainment industry, sports facilities
planning, and operation and events organisation. He has published various
articles and books on these topics.
James Santomier
James is currently a professor at the John F. Welch College of Business and
director of the sport management programme at Sacred He art University,
Fairfield, Connecticut, United States. He is also a visiting professor at the
University of Bayreuth, Germany, and the University of Florence, Italy. He
received his bachelors and masters in physical education from Montclair
State University, and a doctorate degree in physical education from the
University of Utah. Areas of study include sport management and the
psychosocial aspects of physical activity and sport. James has published
extensively in the areas of sport management, sociology of sport, and
psychosocial aspects of sport. He has presented at international and national
conferences and has appeared on numerous radio and television programs.
James Skinner
James is a faculty member at Griffith University, Gold Coast Campus. His
research focuses on culture as it relates to organisational change and sporting
studies, sport as a vehicle for social change, sport policy and governance, and
sport globalisation studies. He has publi shed extensively in these areas and

Biographies
xix
in the use of qualitative research methods and theoretical frameworks for
sport management research.
Sten So
¨
derman
Sten is professor of international business at the Stockholm University
School of Business and visiting professor at the University of Luxembourg.
His research has focused on market strategy development and imple-
mentation and is currently concentrate d on the international expansion of
European firms in Asia and the global entertainment economy.
Leigh Sparks
Leigh is professor of retail studies at the Institute for Retail Studies, University
of Stirling, Scotland. He has researched and published extensively on aspects
of retailing and distribution and at Stirlin g teaches sports marketing.
Constantino Stavros
Constantino is a senior academic in the School of Economics, Finance &
Marketing at RMIT University in Melbourne, Australia. He has published
widely in academic, practitioner, and public outlets, and has taught sport
marketing in both Australia and Europe.
Kamilla Swart
Kamilla is a senior lecturer/researcher and director of the Centre for Tourism
Research in Africa (CETRA), Cape Peninsula University of Technology. She
has researched and published extensively in the areas of sport and event
tourism, with a specific focus on the 2010 FIFA Soccer World Cup and event
evaluations. Her manuscripts have been published in the Journal of Sport
Tourism, Visions in Leisure and Business, Third World Quarterly, and Politikon,
amongst others, and she coauthored the first U.S. text on sport tourism in
2002.

Stefan Szymanski
Stefan is a graduate of the University of Oxford, Hertford College, where he
gained a first degree in politics, philosophy, and economics. He began his
Biographies
xx
teaching career at London Business School before moving to Imperial College
in 1993. He is professor of economics at Cass Business School, City
University London. Stefan is also an economics professor and is widely
acknowledged as one of Europe’s leading sports economists.
Linda Trenberth
Linda is senior lecturer in management at Birkbeck, University of London.
Linda works in a range of areas but in the sport management area has
contributed to and coedited the first and only texts in sport management in
New Zealand in 1994, 1999, and again in 2006. She also edited a text
Managing the Business of Sport published in the United Kingdom in 2004,
which is about to be revised, and has published in the area of sports
marketing. Her other research interests include issues around the manage-
ment of the employee-employer relationships; HRM and organizational
performance; women in management; and work stress, leisure, and health.
Linda is a codirector of the Birkbeck Sport Business Centre.
Paul Turner
Paul is a senior lecturer and discipline coordinator for sport management
within the School of Management and Marketing at Deakin University in
Melbourne, Australia. His scholarly interests are in the areas of sport media
(particularly sport broadcasting) and facility and event management.
Ignacio Urrutia
Ignacio is dean of the social science faculty of Nebrija University Madrid,
Spain. His interests cover a wide range of business issues including control
and sport management. He currently focuses his research on the link
between the strategic goals of sports clubs and their implementation. He is

a mem ber of the international faculty of IESE Business School ’s Centre for
Sport Business Management (CSBM) and has lectured at Carlos III Univer-
sity and Instituto de Empresa.
Jos Verschueren
Jos is programme director of sports management at Vrije Universiteit Brussel
(Brussels Free University). He is also founder of the Sport Management
Knowledge Centre at the same university. He has over 15 years of consulting
Biographies
xxi
and academic business experience in sports marketing and communication,
sports partnership branding, sports business, and management. In 1995, he
started Com Together-Sports & Communication (Lennik-Brussels) as a spinoff
of his academic activities. He serves a broad range of clients in developing
corporate sports partnership strategies (e.g., Siemens), forging cross-brands
sports alliances (e.g., Belgian Olympic and Interfederal Committee), and
enhancing performance through sports partnership effectiveness (e.g.,
National Lottery). He holds university degrees from Hogeschool-Universiteit
Brussels, Universite
´
Libre de Bruxelles, Rijksuniversiteit Groningen in the
Netherlands, and Universite
´
de Lausanne in Switzerland.
Geoff Walters
Geoff is a lecturer in the Department of Management at Birkbeck, University
of London, and a co-director of the Birkbeck Sport Business Centre. A
graduate of Lancaster University and the University of Manchester, he
completed his Ph. D. at Birkbeck in 2007, examining corporate governance in
the football industry. His current research focuses on governance and regu-
lation in sport and corporate social responsibility.

Ruiqi Zhou
Ruiqi is associate professor of English at Guangdong University of Foreign
Studies, People’s Republic of China. Her main research interest is business
English teaching. She is the coeditor of International Trade Practice
(published by University of International Business and Economics Press),
Business Etiquette in English, and A Dictionary of English Synonyms and
Antonyms (both published by Sun Yet-Sen University Press).
Biographies
xxii
Foreword
Football is often referred to as the ‘‘global game’’ and is all-pervasive across
most parts of the world. Indeed, countless people play the game, talk about it,
and generally organise their leisure time around it. Alongside this, football
has progressed from being a ritual and a celebration to become an amateur
sport, a professional sport, and now, increasingly, a commercial sport. This
means that football in many countries now faces a distinctive set of chal-
lenges. In particular, this includes reconciling the history and traditions of
the game with the commercial opportunities and problems posed by the
twenty-first century.
Managing Football: An International Perspective therefore sets out to
examine football in this context. It is recognised that football has a proud,
noble heritage as a cultural asset that is worth preserving. However, the
underlying premise of the book is that football today faces a future that
increasingly requires people involved in, or associated with, the sport to adopt
a professional, strategic, and sometimes commercially focused approach to
the administration of the institutions that make up what we might describe
as the football industry.
As such, the book is not necessarily a celebration of the history and
traditions of football or of the increasing commercialisation of it. Rather, it
aims to identify and analyse the most important matters facing managers in

the football industry in all its facets. It is important to note that this, in part,
refers to the people who manage teams of 11 players: the coach, the director
of football, and the team manager. Yet, the book focuses much more on
management off the field of play. While this inevitably has a link to what
happens in football matches, we clearly focus here on issues such as sound
business practice, the technological environment in which football clubs
operate, the successful marketing of football, and managing football in an
international and global context. In essence, therefore, we aim to ensure that
readers will have a better understanding of the administration of the football
industry, and the institutions within it, after reading this book.
xxiii
The book is essentially split into two sections: The first deals with the
application of mainstream management disciplines to football, as well as
consideration of those challenges that are highly specific to, or distinctive in,
football. While there are certain aspects of management that all industries
and activities sharedfor instance, managing scarce resourcesd football faces
some key challenges that others do not. These include issues of competition
structure, the particular nature of fandom, and the debt levels facing many
clubs.
In the second section of the book, the global nature of the sport is
acknowledged. It includes chapters that examine contemporary football
management issues in countries as diverse as England, Australia, Mexico,
and South Africa. Throughout this section of the book, the intention has
been to highlight the simultaneous similarities and differences that are
evident in a selection of countries in which football is played and watched
around the world.
Our ultimate hope is that readers will enjoy this book and find it useful for
many reasons. At the very least, because the book is about football, it is
anticipated that people will be able to gain an even stronger insight into
a sport of which many already have an extensive knowledge. It is nevertheless

also anticipated that the book will help contribute to developments in
practice and knowledge in the area of the business management of the
football industry in all its dimensions and will be of interest not only to
students studying sports management but to management practitioners in
all areas of the game’s administration and related industries.
Sean Hamil and Simon Chadwick
July 2009
Foreword
xxiv