Stadium marketing from past till future (1998)

This paper will describe how football stadiums have changed throughout the years, how football stadiums market themselves in their new role and which trends we may expect for the future. The main objective of this thesis is to gain insight into the way in which football stadiums market themselves. This will be done by comparing management aspects of football stadiums on a transnational level. Throughout the research, the differences between monofunctional and multifunctional football stadiums will be stressed. The main research question is: which differences in management can be found between the selected football stadiums concerning the extent to be marketing orientated, the role of city marketing and the objectives for the future?