ABSTRACT
This chapter on sport promotion and economics describes how product marketers use sport to reach mass audiences in order to sell products for profit. The relationship between sport promotion and economics creates revenue streams through media rights, subscription television, advertising, vertical integration of media and sport, merchandising, and sponsorship. An aspect of this relationship is vividly demonstrated, in this chapter, through advertising of products on sport programming or media space. Major sections of the chapter review elements of effective sport advertising and sport sponsorship and also challenges in each of those areas. Other sections of the chapter address branding in sport communication and ways to identify effective athletic product endorsers.
