Overview
One of the greatest challenges for sports marketers is trying to keep pace with the ever-changing, fast-paced environment of the sports world. For example, since the first edition of this text was published in 1999, amazing changes have taken place and challenges to sports marketers emerge daily. First, costs and valuations have been rising quickly. For example, Merrill Lynch estimated Qatar will spend over $65 billion to prepare for the 2022 world soccer competition while Brazil’s projected budget for hosting the World Cup is $13.3 billion and $18 billion for the Olympics, not counting projected public and private expenditures needed before the competitions. Furthermore, valuations of sport franchises have skyrocketed, ...
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