Business Orientation of Professional Sport: Revenue Diversification in European Football Clubs
Анотація
The theses analyze revenue diversification as one of the main signs of the business orientation of professional sport.The case of European football clubs shows that modern clubs no longer rely only on match results or traditional ticket sales.Their financial stability increasingly depends on a combination of broadcasting income, matchday revenue, commercial partnerships, merchandising, stadium use, digital products and participation in international competitions.It is shown that diversification strengthens the club as a business organization, but it also creates new costs and management risks.
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