chapter  12
27 Pages

Sport Marketing

ByGeorge Foster, Norm O’Reilly, Antonio Dávila

As in most other businesses, aspects of marketing are central to many of the stakeholders in the sports ecosystem. PWC forecasts that the North American sports market will grow from $56.9 billion in 2013 to $80.3 billion in 2022, a cumulative annual growth rate of about 3 percent over that decade. The context of marketing through sport is typically where the sports investor-normally a brand-has a formal relationship with the sports property owner that includes providing financial or other resources to the sports property. Many companies choose to advertise or sponsor during or surrounding sporting broadcasts without having any relationship with the sports property. Marketers for baseball clubs face the challenge of a very large inventory of games to sell to their fan bases.