Sports Marketing in European Clubs

Sports marketing have been growing constantly over the last years and have become a key for the success of the football clubs. The methods used have become more sophisticated and an increasing number of clubs are realizing the importance of the marketing and specially the promotion strategies. The purpose of this study is to have a better understanding on how the communication strategies are being used in the European football teams (French, Spanish and German) to attract fans to their stadiums. In order to reach this purpose, research question is focused on how the European teams use this promotion strategies to attract people to the stadium. Based on this research question, a review of relevant literature was conducted, resulting in a frame of references, which was used to guide this study's data collection. A qualitative, multiple case study approach was used to find the data. The findings indicate that although his individual objectives of the tools can be different they can still be used overall to lead to the same overall goal