ABSTRACT
In a previous review, Kassing et al. (2004) recognized that organizing sport entailed both internal and external communication from sport organizations. These authors placed particular emphasis on how sport organizations exchanged internal and external messages to ‘organize’ sport. Accordingly, organizing externally entails communication emanating from sport organizations, whereas organizing internally refers to communication between and among stakeholders within an organization. The former includes marketing, advertising (see Chapter 21), and public relations (see Chapter 22). The latter, with a focus on messages exchanged within organizations, is the focus of this chapter.
