For investors, sports shares have become an almost inescapable part of the scene. Sports shares are not only newsworthy, but they are often volatile in reaction to events, which means they often feature in digests and reports. Few investors have failed to notice that Manchester United is a stockmarket listed company.
In this book, Benjamin Cooper and Andrew McHattie examine in detail the phenomenon of sports shares, looking at football clubs, television and other sports companies. They give advice on how to select sports shares and how to deal in them in addition to considering opportunities in sports shares in other parts of the world.
1. Sports Shares Are in Fashion
Definition of sports shares
Why Consider Investing in Sports Shares?
Why now?
2. Football Clubs
The Football Business
Gate Receipts
Merchandising
Sponsorship
Multi-Purpose Facilities
Transfer Income
Television Revenue
Other Activities
Costs
Why Come to the Stockmarket?
How are Funds Raised?
How are the Additional Funds Used?
The Risks
Conclusion
3. Television
Terrestrial television
Satellite Broadcasting
The Current BskyB Premier League Contract
The Current BskyB Football League Contract
Other Football Television Contracts
Pay-per-View
Other Sports on Television
Other Broadcasting Media
Conclusion
4. Other Sports Companies
Retailing
Sportswear
Fitness Clubs
Golf
Motor Sports
Horse Racing
Betting
Peripheral Businesses
5. How to Select Sports Shares
The Industry
Comparative Companies
Brand Image
Management
Product Judgement
Local Knowledge
League Position
Market Sentiment
Stockbrokers' Research
Press Comment
Institutional Holdings
Forecasts
Crunching Numbers
Takeover Speculation
Charts
Perks
Dealing Spreads
Future Industry Development
6. Dealing in Sports Shares
Finding a Stockbroker
Specialist Stockbrokers
Buying and Selling
Types of Listing
The Over-the-Counter Market
Dealing Spreads
Trading Difficulties
Following the Price
Adjustments
Collective Investment Schemes
Covered Warrants
Unquoted Companies
Spread Betting
When to Buy and Sell
Conclusion
7. Overseas Opportunities
American Sports
Golf
Winter Sports
Footwear: Nike, Reebok and Adidas
Italian Football Clubs
Other Overseas Football Clubs
US Stock Car Racing
A Few Surprising Public Companies
8. The Future for Sports Shares
Changes in Ownership
Polarisation
Lessons from History
Emerging Sports
Potential Problems
The Final Whistle
Appendix 1: Sources of Information
Appendix 2: Sports Shares and their Addresses
Appendix 3: Special Offer for Newsletter
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