chapter  11
26 Pages

Sport Marketing

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.