advanced theory and practice in sport marketing - Marshalls University

You may pay lip service or false homage to the “ethical Gods,” but in reality
the need for ethics in sport marketing is real and powerful. In a sports world
bombarded with messages, both sublime and “in your face,” the need for
believable, honest, and ethical marketing has never been so acute. We are an
increasingly cynical and disbelieving public and rightly so with some of the less
than scrupulous “operators” continuing to make outrageous claims and raising
the levels of bad taste in our industry. As an industry, we also have some of the
most media savvy and discerning public to market our products and services to
those who can very easily see through false and dishonest marketing messages.
All of these factors combine to make the need for ethics in sport marketing
acute and critical in our current times.
Ethics, I believe refers to the principles and concepts of right and wrong in
terms of personal and professional conduct and decisions. I have adopted my
own “creed” or code of ethics and try to act in a manner that is without
reproach and continue to be a “beacon” to other administrators and players
that I am associated with. I believe that this is essential to my continued success
in the industry over a long period of time. I also do not believe that this should
be isolated only to my professional career as I continue to teach right and
wrong in all aspects of my life.
I would like to suggest that everyone involved in the administration and marketing
of sport should adopt a code of ethics for competition, (players, spectators,
and officials) and for business practices to enable the sport, organization,
or competition to be beyond reproach. Do not exhibit any bias or prejudice
toward player selection and treat everyone as truly equal, officials included! Do
not allow false or unethical marketing claims to emanate from your organization
or sport and be true to yourself and your sport at all times.
One of the most powerful forces in sport, and indeed society as a whole, is the
peer group pressure of following the “pack” and facing continual temptation to
use business practices and marketing that may be less than ethical. My one piece
of advice for people in the management and marketing of sport is to hold onto
your good values even in the face of criticism and peer group pressure to follow
the next person or organization – stand up and show your moral fiber! Act
responsibly and without fear of retribution – do not blame others or shirk from
your responsibilities as an administrator and “bastion” of your game – if you do
not, who will? And remember in order to be considered ethical, an action must
be voluntary, without fear of compromising those values you hold dear – stand
up and be counted! Live your life and your sport in the most ethical manner.
Everyone is responsible for ethical behavior – it is not optional and fair play
is the respect all constituents of your sport or organization must display – no
one is exempt from this responsibility and make sure you impress that on your
organization all the time. My strong belief is that if prospective employees do
not hold ethical behavior in such high esteem as I do, then perhaps they are the
wrong people to employ. I cannot instill ethical behavior in them; it must be
innate and is one of the first things I look for in prospective employees. They
must “walk the talk” and I value this quality highly in my current employees
and I simply do not tolerate any unethical marketing practices.
What can we do as in sport to help raise ethical marketing standards?
APPENDIX: AND NOW A FINAL WORD… 383