Authors from academia and practice comprehensively and understandably present the fundamentals and peculiarities of Business-to-Business marketing for professional football clubs in this book. In the 2001/2002 football season, the 18 clubs in the Bundesliga broke the billion-euro mark in revenue for the first time. Against this backdrop, a paradigm shift can be observed in the management of professional football clubs - moving away from altruism towards market-oriented corporate governance. Long-term sporting success must be secured through sustainable economic success. The football fan, as a consumer of the game, is only indirectly responsible for economic success. Bundesliga clubs already generate well over two-thirds of their revenues in the Business-to-Business sector. Despite this enormous significance, the analysis of Business-to-Business marketing in professional football is still not sufficiently developed.