ABSTRACT
This chapter will focus on the final part of preparing the sport marketing infrastructure: sales management. The chapter will start with a focus on the sport sales process and its relationship to sport marketing efforts. The role of sales managers and salespeople in managing the sports sales force will be central to these efforts. The reader will then be presented with an overview of the strategies and techniques for promoting and selling the sport product, including sales theory models, promotion theory paradigms, and promotion application in sport marketing. Additionally, the distribution process of the sport product will be covered, including an analysis of the distribution principles related to time, place, and possession, as well as the process for selecting distribution systems. Specialized sales content will also be presented in the areas of retail, electronic, ticket, and promotional sales in sport.
