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Die mediale Vermarktung des Sports
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Sportunterhaltung reduziert sich in Deutschland hauptschlich auf Fuball und Formel 1. Dabei sind fr Insider andere Sportarten nicht weniger interessant. Trotz zahlreicher Optimierungsversuche ist es den Veranstaltern bisher nicht gelungen, neue Zuschauer fr ihre Wettbewerbe zu gewinnen. Lutz Hafkemeyer entwickelt Strategien, mit denen Wettbewerbe von Randsportarten zur Marktreife gefhrt werden knnen. Er zeigt, inwiefern die Veranstalter beim Arrangement ihrer Wettbewerbe und bei der Suche nach einem geeigneten Fernsehsender umdenken mssen. Er untersucht zudem, wie Vertrge zwischen Veranstalter und Fernsehsender gestaltet sein mssen, um fr beide Kontraktparteien optimale Anreize zu liefern, in die Kreation eines medialen Unterhaltungsproduktes zu investieren.
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