ABSTRACT
This chapter examines the ways in which sport marketing opportunities can be identified and exploited. It provides detailed guidance for undertaking the first stage of the Framework: identifying sport marketing opportunities. The Sport Marketing Framework describes the stages and activities of sport marketing. The first stage of the Sport Marketing Framework recognises the importance of conducting preliminary research and analysis before it is possible to make sensible marketing decisions. The first step in identifying sport marketing opportunities is to analyse the internal and external environment using the tools of SWOT analysis and competitor analysis. The second stage in identifying sport marketing opportunities is to analyse the organisation. In order to do this, it is necessary to understand the purpose, aims and goals of an organisation in addition to the needs of its stakeholders. The third step in identifying sport marketing opportunities refers to gathering information about the market and the consumers it contains.
