ABSTRACT

Sport promotion has a profound impact on the way sport products and services are communicated and consumed. Promotion represents only one aspect of the sport marketing mix but it receives considerable attention both internally and externally. Internally, sport managers can use promotion as an integrated strategy to develop content and distribute information to potential and current customers about product, price, place, sponsorship and service. The strategy is designed to communicate attractive attributes and benefits of products and services to stimulate awareness and interest for new consumers and facilitate stronger emotional connections among existing consumers. Externally, sport organizations have less control over content and distribution of communication and must use intermediaries such as the mass media as a platform for promotion.