CHAPTER 1

Sports Industry—Heading to the Top of the Most Profitable Business Sectors

There is a huge amount of money circulating in the sports industry today. Every day we read in newspapers, visual media as well as on social networks about salaries, bonuses, sponsorship deals, and transfers worth tens of millions of dollars in sport. This sounds appealing but you have to be aware that today’s sport is subject to constant change because it has to compete for a part of money people are ready to spend for fun and entertainment. And the offer is getting bigger and more complex every day. Sport differs from consumer goods or services because it involves people, and people are inconsistent and unpredictable. This is also the reason why sport itself ...

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