ABSTRACT
This chapter begins by discussing the concept of sport marketing and then goes on to explain how its principles and tools can be applied to the marketing of sport organisations both professional and amateur. That is, sport leagues, governing bodies, players/athletes, sporting equipment and merchandise suppliers, and anyone running sport events. It also makes the distinction between two types of sport marketing. The first type involves the marketing of sport itself, while the second ‘type’ involves the use of sport to market some other, sometimes non-sport, products. It also introduces the basic marketing concepts and outlines the ‘Sport Marketing Framework’ that will be used to guide the structure and content of the remaining chapters in this book.
