Michel Desbordes is Professor in Sports Marketing at the University of Paris-Saclay, France. As a media consultant, he is regularly consulted by BFM, France Télévisions, Europe 1, Le Monde and L’Équipe to discuss matters of sports business. He is also the chief editor of the International Journal of Sports Marketing and Sponsorship.André Richelieu is Professor at the School of Business of the University of Québec in Montreal, Canada. He specializes in brand management and sport marketing in the context of "sportainment" (sport and entertainment). He provides his expertise as an international guest professor and speaker, as well as a consultant with the media, in Canada and abroad.

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• Introduction, 1. Major Trends in the Sport Industry, 2. The Sport Brand, 3. The Role of Sport in Destination Branding Strategies, 4. Marketing Sport for Development and Peace: An Introduction, 5. Sport Events, Economic Impact and Regulation, 6. Football Club Equipment Manufacturers Strategy and Internationalization, 7. Be Ready to Be Excited: The WWE's Marketing Strategy and Economic Model, 8. The Establishment and Management of Sports Arenas: A Neo-Marketing Approach, Conclusion: Towards New Horizons in Global Sports Marketing