Template-Type: ReDIF-Paper 1.0
Title: A rationale for the coexistence of central and decentral marketing in team sports
Author-Name: Oliver Gürtler
Author-Email: oliver.guertler@uni-bonn.de
Classification-JEL: D2,L1,L8,M5
Keywords: central marketing, decentral marketing, collective tournament, complementarity
Abstract: 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 maximises aggregate 
	performance. It is found that, depending on the preferences of the association, both kinds 
	of marketing can be optimal.
Note: 
Length: 27
Creation-Date: 2005-02	
Revision-Date: 
File-URL: http://www.wiwi.uni-bonn.de/bgsepapers/bonedp/bgse4_2005.pdf
File-Format: application/pdf
Handle: RePEc:bon:bonedp:bgse4_2005