ABSTRACT
The principles and tools of sport marketing are essential knowledge for sport managers to be able to position their sport club, player, code, or event in the highly competitive sport market. This chapter examines the marketing of sporting organizations, sport leagues and codes, players and athletes, sporting equipment and merchandise, and sporting events. The purpose of this chapter is to overview the key concepts of sport marketing, with special emphasis on the process of sport marketing as outlined in the Sport Marketing Framework provided.
