ABSTRACT
This chapter examines the ways in which sport marketing opportunities can be identified and exploited. This will be done by constructing a Sport Marketing Framework. The Sport Marketing Framework begins by identifying marketing opportunities and then proceeds to developing a strategic marketing strategy that involves planning the sport marketing mix, and implementing and controlling the sport marketing strategy. This chapter provides detailed guidance for undertaking the first stage of the Framework: identifying sport marketing opportunities. Included are details on the three parts of stage 1: (a) analyse internal and external environments; (b) analyse organisation; and (c) analyse market and consumers.
