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    Equity Crowdfunding in Sports Clubs

    Proposal review

    Consumer-Oriented Strategic Marketing

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    Author(s)
    Kościółek, Szczepan
    Language
    English
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    Abstract
    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.
    URI
    https://library.oapen.org/handle/20.500.12657/75527
    Keywords
    Behaviour;Consumer;Consumer-Oriented;Crowdfunding;campaigns;crowdsourcing;equity;Fan Communities;funding;fundraising;Investment;Management;Marketing;Marketing Management;Marketing Strategies;marketing communication;market segmentation;STP approach;Strategic Marketing;Strategies;sport;sports clubs;sports marketing;sport funding;sport management
    DOI
    10.4324/9781003320623
    ISBN
    9781032341170, 9781032341163, 9781003320623, 9781000969603
    Publisher
    Taylor & Francis
    Publisher website
    https://taylorandfrancis.com/
    Publication date and place
    2024
    Imprint
    Routledge
    Series
    Routledge Research in Sport Business and Management,
    Pages
    163
    Public remark
    Funder name: Jagiellonian University in Krakow
    Rights
    https://creativecommons.org/licenses/by-nc-nd/4.0/
    • Imported or submitted locally

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    License

    • If not noted otherwise all contents are available under Attribution 4.0 International (CC BY 4.0)

    Credits

    • logo EU
    • This project received funding from the European Union's Horizon 2020 research and innovation programme under grant agreement No 683680, 810640, 871069 and 964352.

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