Routledge - The Global Economics of Sport - Business Book

Sport has evolved into a massive global business that reaches every corner of the Earth. From the massive reach of the Olympics and the World Cup to the operations of international governing bodies like the IOC and FIFA, the economic scale of athletics is unprecedented. These organizations now function much like major international businesses, shaping markets across the globe. This book provides a deep look into how companies like Nike design, produce, distribute, and market products across every continent. It explores how the sport market in every country has become increasingly international, creating new influences and opportunities for stakeholders. As a first-of-its-kind examination, this text analyzes the economic structures that drive the modern sporting world. It is an essential resource for understanding how global sporting mega-events and international brands interact within the modern economy.