ABSTRACT
Marketing of sports has become a big business because of the millions of dollars at stake. The basics of marketing—meeting the needs and wants of customers—are applicable to sports just as they are for any product or service. While sports marketing are based on marketing principles, the nature of sports and its customers requires special consideration. However, several characteristics distinguish sports marketing from other industries and pose opportunities for sports organizations. Marketing contributes to an organization by being a catalyst for creating customer value, building and maintaining relationships with various stakeholders, and linking the firm with the external environment. Engaging customers is a vital component of a customer-centered framework for sports marketing because it calls for developing communication strategies that can support building and maintaining customer relationships. The dynamic nature of the external environment necessitates an outside-in approach to marketing.
