ABSTRACT
Overview This chapter overviews the Sport Marketing Framework, which comprises identifying sport marketing opportunities, developing a strategic marketing strategy, planning the sport marketing mix, and implementing and controlling the sport marketing strategy. This chapter provides detailed guidance for undertaking the first stage of the Framework: identifying sport marketing opportunities. Included are details on the three parts of stage one: (a) analyse internal and external environments; (b) analyse organisation; and (c) analyse market and consumers.
