advanced theory and practice in sport marketing - Marshalls University

WHAT IS SPORT MARKETING?
Prior to describing what sport marketing is, we should take a look at the
definitions of the two root words: “sport” and “marketing.”
Sport – Or Is It Sports?
First we look at the concepts of sport and sports. Sport is defined as activities,
experiences, or business enterprises that center on athletics, health and
wellness, recreation, and leisure time opportunities. Some of the common misconceptions
about sport include (1) there needs to be a competitive situation,
(2) the offering must have a standard set of rules, and (3) participants need specialized
equipment and facilities. This is true of sports, which simply refers to
individual, dual, and team sports activities such as soccer, baseball, golf, and
tennis. Sport is an all-inclusive term covering all aspects that go beyond the
playing field, including all the various operations that make the games happen.
Sport and Business
Now we look at how the concept of business ties into these previous definitions.
Business is defined as individuals or organizations that seek to make a
Information
technology
Competition
Finance
FIGURE 1.1
OVERVIEW OF THE BUSINESS WORLD
Customers
Owners
Management
Social responsibility
and ethics
Marketing
4 ADVANCED THEORY AND PRACTICE IN SPORT MARKETING
Employees
Economy
Legal and
regulatory
forces
Source: Ferrell, O.C. and G. Hirt (2003). Business: A Changing World, 4th ed., p. 5.
New York: McGraw-Hill.