IDEAS home Printed from
   My bibliography  Save this article

The Complexity of Sport Management: from Mono-Business to Multi-Business


  • Sergio Cherubini

    () (University of Rome - 'Tor Vergata')


Sports transformed into an extremely complex phenomenon requiring the ability to manage business areas with different characteristics combining a wide range of aspects: emotional and logical, international and local, professional and amateur, high-tech and high-touch, traditional and new, competition and cooperation, short term and long-term goals, randomness and planning, confidentiality and visibility. For many years, sport organisation management concentrated on technical competitive aspects, but in global markets technical ability it is not enough to ensure an organisation's long-term success. Sport organisations have to manage business areas ranging from the box office, season tickets and player trading, to sponsorships, advertising, media content, merchandising, publishing, player image, real estate, finance, tourism and others.

Suggested Citation

  • Sergio Cherubini, 2004. "The Complexity of Sport Management: from Mono-Business to Multi-Business," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Sport M.
  • Handle: RePEc:sym:journl:62:y:2004:i:2

    Download full text from publisher

    File URL:
    File Function: First version, 2004
    Download Restriction: no

    References listed on IDEAS

    1. Stanley C. Hollander & Kathleen M. Rassuli (ed.), 1993. "Marketing," Books, Edward Elgar Publishing, volume 0, number 512.
    Full references (including those not matched with items on IDEAS)


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sym:journl:62:y:2004:i:2. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Niccolo Gordini). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.