ABSTRACT
Sociology is the study of the origin, evolution, organization, and functioning of people and societies. More specifically, it looks at the social behavior of individuals, groups, organizations, institutions, communities, and the overall society. Sport sociology looks specifically at the relationship of sport and society and how it influences behavior. This has a direct relationship to sport marketing as we analyze the behaviors of our consumers to develop products and services that meet their needs and wants. As such, in order to advance the body of knowledge in sport marketing, we must look to the evolution of sport sociology concepts and how they will directly influence sport marketing efforts. While it would be impossible to analyze all sociological concepts that have a direct effect on sport marketing, there are a few that seem to be integral to successful sport marketing over the next decade. They include relationship and experience sport marketing, recovery sport marketing, and social sport marketing.
