ABSTRACT
This chapter is the first of two to focus on the evaluation of marketing performance. This chapter looks at the concepts of impact and legacy to understand how the results of sport marketing efforts influence sport, people, and communities beyond the immediacy of the product being sold or partaking in the experience. More specifically, the chapter examines the sport marketing efforts that lead to short-term impacts, as well as how sustainable sport marketing planning can evolve into long-term impacts. Using the Global Sport Impact project as a framework, the concept of measuring economic, social, environmental, brand, media, and sport development impacts that can evolve through sport marketing is covered, as well as how it can evolve over time from an impact to a legacy.
