ABSTRACT
Sport marketing is concerned with identifying and satisfying consumers’ needs. The concept of dividing a mass market into homogeneous segments and targeting one ormorewith a distinct product offering and uniquemarketing communication is a fundamental precept of marketing theory. Market segmentation recognizes that different customer groups have different wants and needs that justify the development and offering of different products and services. The process of segmentation theoretically results in a much better understanding of users’ needs, their decision criteria, and their approaches. Although much of the theory of market segmentation is appreciated and understood by sport marketers, it remains one of the more difficult marketing concepts to turn into profitable reality.
