ABSTRACT
Marketing generally refers to the process of planning and implementing activities which are designed to meet the needs or wants of customers with particular attention on the development of a product, its pricing, promotion and distribution. Marketing seeks to create an exchange, where a customer or consumer relinquishes money for a product or service that they believe is of equal or greater value. Sport marketing is focused on satisfying the needs of sport consumers, or those people who use sport-related goods or services through playing sport, watching or listening to sport, buying merchandise, collecting memorabilia or using sporting goods. There are two dimensions to sport marketing: the marketing of sports and marketing through sports. The fi rst dimension is the marketing of sport products and services directly to consumers such as sporting equipment, professional competitions, sport events and facilities, and recreational clubs. The second dimension involves the marketing of other, non-sport products and services through sport. Some examples include a professional athlete endorsing a food or fashion brand, a corporation sponsoring a sport event, or even a drinks manufacturer arranging to have exclusive rights to provide their products at a sport event.
