ABSTRACT
This chapter examines what promotion means in the context of sport marketing, as well as its range of uses. It examines promotional goals and outlines the process of promotions planning. The aim of promotion is to encourage consumers to develop a favourable opinion about a sport product that is aligned to a predetermined positioning strategy, and then to stimulate consumers to try sport product. A promotional strategy is a plan that aims to use the four main elements of the promotions mix for the best results. The promotions mix elements are: advertising, personal selling, sales promotions and public relations. The aim of promotion is to encourage consumers to develop a favourable opinion about a product or brand with the intention of stimulating them to try it. At this point it is unnecessary for sport organisations to utilise promotional activities that inform, but it remains important to convince consumers to purchase the product on offer and not one offered by competition.
