ABSTRACT
The case of promoting one-day, 50-over international cricket to Australian audiences highlights changes in the communicated messages over differing time periods, as well as different promotional mix options available to organisations. Promotion is the way sport marketers communicate with potential consumers to achieve communications objectives such as informing, reminding and persuading. In order for promotional strategies to have their desired impact, they must successfully transfer messages through a communication process. Endorsements are an increasingly common form of promoting products and services through leveraging the popularity of a sportsperson or athlete. Sport promotions represent the most visible component of the sport marketing mix, in many cases presenting to markets the end-results of a process of strategy and planning around how the organisation wishes to communicate with consumers. Advertising represents the obvious form of sport and event promotion, and is defined as a form of one-way communication where a marketer pays someone else to have their product, brand or organisation identified.
