ABSTRACT
The promotion aspects of sport marketing is the outward-facing aspects that are most visible to the sport consumer. As such, the role of communications in the sport marketing process is vital to the success of any sport marketing professional. This chapter will investigate the internal and external elements of organizational image in sport marketing, including internal marketing communications, corporate image, logos, and publicity campaigns. The foundation of this investigation will be the elements of the sport promotional mix, including advertising, sponsorships, public relations, licensing, personal contact, incentives, and atmospherics. By the end of the chapter, the reader should be able to incorporate multiple aspects of the sport promotional mix into a cohesive sport promotions strategy, utilizing both indirect and direct methods to position sport products and services, build brand equity, increase credibility, and enhance image transfer and association
