by Argyro Elisavet Manoli

Vol. 5 2014, pages 93–109. Published November 4, 2014


Professional football is more than just an elite sport, it is also a rapidly developing industry, and can, therefore, be analysed as such. Using traditional micro- and macroeconomic management theories, this study aims at presenting football in a managerial way, while displaying its unique aspects. The English Premier League is used as the sample on which the analysis is conducted. First, through the PESTEL analysis, all factors affecting the industry are discussed, with emphasis on the economical, social and legal factors that have shaped football to its current form. Second, the Porter’s five forces examination of the microeconomic forces within the industry is presented, where the unique relationships the sport has with its suppliers, customers and rivals is analysed, with focus on the complex relation between football and the media. Through this microanalysis, the question of whether football can be considered a monopoly is answered. Finally, the stakeholder theory is employed to study the various interest groups of the sport, examining their power, legitimacy or urgency in relation to football.

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About the Author

ARGYRO ELISAVET MANOLI is a sports marketing academic, lecturing at institutions such as Teesside University, Loughborough University and University College of Football Business, UCFB, in England. Elisavet is also a sports marketing practitioner, working with a number of both English and Greek football clubs, including AEK Athens FC and Middlesbrough FC. As a researcher, Elisavet has presented and published several research pieces in areas such as CSR promotion in football, Integrated Marketing Communications, IMC, and matchfixing in football. Elisavet currently sits on the Board of  the Hellenic Scientific Association of Sport and Recreation Management and is also a PhD candidate at Teesside University, where she studies the possibilities to implement IMC in the football industry.


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