ABSTRACT
Millions of people can gather to watch sports events not only in person, but also online via traditional media (TV, radio, magazines) and new media (social media, digital media, websites) as communication channels. Advertising investment, as a subcategory of sports marketing, provides a fresh perspective on the economic relationship between the advertising investment industry and the platforms that promote sports events through various communication channels. This chapter examines the definition, history, and current state of advertising investment, as well as examples of past, present, and future conditions and specific cases of advertising investment promoted through sporting event platforms. This leads to an analysis of how the advertising investment industry employs sporting events as a platform for organising, planning, and carrying out professional operations in order to achieve win-win outcomes.
