Cover -- Title -- Copyright -- CONTENTS -- List of illustrations -- Notes on contributors -- Introduction -- PART I Towards a professionalization of the marketing of professional football clubs -- 1 The marketing of football: history, definitions, singularities, strategies and forms of operationalization -- 2 Economic model of a professional football club in France -- 3 Marketing of professional soccer in the United States: a case study of Major League Soccer -- 4 Fifteen years of sport marketing revisited: interview with the "great witness" Christophe Bouchet, former president of Olympic Marseille, former CEO of Sportfive and director of Infront in France -- 5 European football is nearing a new "big bang"--PART II Topics related to the marketing of professional clubs -- 6 Sports sponsorship and professional football -- 7 The other field of play: football on social media -- 8 Regions and professional football clubs: what do sports brands and regional brands have in common? -- 9 CSR: a new strategic component for European professional football clubs -- PART III Case studies from Europe's "Big 5" and emergent professional football leagues -- 10 Towards a globalization of the brand Paris Saint-Germain -- 11 The Parc Multifonctionnel Olympique Lyonnais and the "Grand Stade": at the heart of the OL Groupe's marketing strategy -- 12 The "green fandom": at the heart of the marketing plan of the Association Sportive de Saint-Étienne -- 13 I can't help falling in love with my team: active engagement in social initiatives as a driver of fan commitment in sports -- 14 The management of football brands: brand identity management illustrated by Borussia Dortmund -- 15 Brand image impacts on spectators' purchase behaviour: the German football club VfB Stuttgart -- 16 The ACF Fiorentina marketing: the strength of local identity