ABSTRACT
This chapter explains the process of implementing and controlling the sport marketing strategy. It introduces the strategies available for enhancing the success of the implementation process. The chapter explains how to develop a control process for implementation, and shows how its use can help evaluate and improve a sport marketing strategy. The implementation success of a sport marketing plan is enhanced through the use of five implementation tools: leadership and commitment, communication and delegation, teamwork and projects, rewards and reinforcement and control and feedback. Critical Success Factors (CSFs) represent those marketing projects and activities most influential to the successful implementation of a marketing plan. Controlling a sport marketing strategy is keeping it on track, making sure that it is achieving what it set out to, and making changes to correct variations and problems. The combination of the philosophy, process, principles and tools articulated in this text forge the relationship a sport brand enjoys with sport consumers.
