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Wiley InterScience | |||||
  German Economic ReviewVolume 8 Issue 1, Pages 89 - 106 Published Online: 22 Jan 2007 © 2010 Verein für Socialpolitik and Blackwell Publishing Ltd Published on behalf of Verein für Socialpolitik
Abstract | References | Full Text: HTML, PDF (Size: 167K) | Related Articles | Citation Tracking  A Rationale for the Coexistence of Central and Decentral Marketing in Team Sports Copyright © Verein für Socialpolitik and Blackwell Publishing Ltd. 2007 KEYWORDS
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M5 KEYWORDS Central marketing • collective tournament • complementarity • decentral marketing ABSTRACTAbstract. In some sports leagues, the sports association sells broadcasting rights centrally in order to create competitive balance. In other ones, the market is decentral. As a result, there is competitive imbalance. In this paper, the preferred kind of marketing of sports associations is analysed. Distinctions are made between three cases. In case one, the sports association is only interested in competitive balance. In the second case, it wishes to create a single high-performing team, and in the third, it maximizes aggregate performance. It is found that, depending on the preferences of the association, both kinds of marketing can be optimal. | 
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