ABSTRACT
Innovation is important for sport as more consumers, businesses and countries are relying on sport for their economic development. Research on sports innovation focuses on the need to constantly innovate but there is also an emphasis on innovative marketing within sport. This chapter investigates the relationship between different types of innovation, technological change and marketing efforts toward sport. This can assist in understanding the role innovation plays in sport and the impact of marketing, particularly for services and e-service sport innovation. The link between marketing and sports innovation is analyzed in order to aid understanding of the importance of emerging technologies to sport. The chapter also highlights the increasing interest in knowledge acquisition, dissemination and sharing in sport. Sports knowledge can then subsequently be constructed from the theory and practice of knowledge management. As the global economy has increasingly become a knowledge-orientated one, the way sport manages the knowledge process is an important distinctive competitive advantage.
