ABSTRACT
Prior to describing what sport marketing is, we should take a look at the definitions of the two root words – “sport” and “marketing.”
Sport – or is it sports?
First we look at the concepts of sport and sports. Sport is defined as activities, experiences or business enterprises that center on athletics, health and wellness, recreation, and leisure time opportunities. Some of the common misconceptions about sport include the following: (1) there needs to be a competitive situation; (2) the offering must have a standard set of rules; and (3) participants need specialized equipment and facilities. This is true of sports, which simply refers to individual, dual and team sports activities such as soccer, baseball, golf and tennis. Sport is an all-inclusive term covering all aspects that go beyond the playing field, including all the various operations that make the games happen.
