Marketing Immigrants in Czech Basketball
Marketing Immigrants in Czech Basketball

Summary/Abstract: As the labor force becomes more global in sport, what are the ramifications to marketing the sport, both to fans and to youth to play the game? The shift from teams composed predominantly of players from the home culture to teams including outsiders creates a necessary concurrent shift in the marketing and promotional strategy of teams. The foreigners are often the stars of the team and can even become the role models within the club, yet their cultural distance makes it necessary to rethink if and how they can be used to grow the game in the city, region and culture.

• Details
• Contents