Equity Crowdfunding in Sports Clubs

Consumer-Oriented Strategic Marketing

Szczepan Kościółek (Jagiellonian University, Poland)

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English

Routledge
30 January 2025

Sales & marketing; Sport & leisure industries

Series: Routledge Research in Sport Business and Management

This is the first book to focus on crowdfunding in sport. Crowdfunding is an important new financial instrument that is becoming more popular with sports organisations, and this book examines the research evidence for crowdfunding and considers how it might be successfully implemented.

Presenting international cases and data, including from European football, the book explains how crowdfunding campaigns have to be fully integrated with strategic marketing plans and require a solid understanding of the needs and motivations of potential investors, consumers, and fans. The book sets out a theoretical framework for applying strategic marketing in the context of crowdfunding in sports clubs, introduces the key characteristics of the sports crowdfunding market and funders’ behaviours in the crowdfunding campaigns of sports clubs, examines the market segments of the campaigns’ funders, and presents recommendations for developing marketing-mix programs to target them.

This is important reading for any researcher, advanced student, or practitioner with an interest in sport business, sport marketing, sport finance, consumer behaviour in sport, or entrepreneurship, innovation, or technology in sport.

The Open Access version of this book, available at www. taylorfrancis.com, has been made available under a Creative Commons Attribution-Non Commercial-No Derivatives (CC-BY-NC-ND) 4.0 license.

By: Szczepan Kościółek (Jagiellonian University Poland)
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 234mm, Width: 156mm,
Weight: 300g
ISBN: 9781032341170
ISBN 10: 1032341173
Series: Routledge Research in Sport Business and Management
Pages: 152
Publication Date: 30 January 2025
Audience: College/higher education , Primary
Format: Paperback
Publisher's Status: Active

Introduction, 1. Strategic Marketing Management, 2. Crowdfunding Campaigns, 3. Sports Clubs, 4. Strategic Marketing Management of Sports Club Equity Crowdfunding Campaigns, Conclusion

Szczepan Kościółek is Assistant Professor in the Faculty of Management and Social Communication at Jagiellonian University in Krakow, Poland.