ABSTRACT
This chapter explains the factors that motivate sports participants and fans and provides advice on how to best communicate with consumers through marketing processes. It also distinguishes between two different categories of motivation, one of which is internal to the consumer and one of which is external to the consumer. Both factors are important to understand since they can radically change the ways in which sport consumers might perceive the utility of a sports product, and can thus lead to quite different patterns of sport goods consumption.
