The principles and tools of sport marketing are essential knowledge for sport
managers to be able to position their sport club, player, code or event in the
highly competitive sport market. This chapter examines the marketing of
sporting organizations, sport leagues and codes, players and athletes,
sporting equipment and merchandise and sporting events. The purpose of
this chapter is to overview the key concepts of sport marketing, with special
emphasis on the process of sport marketing as outlined in the Sport
Marketing Framework provided.