advanced theory and practice in sport marketing - Marshalls University

Most of the Marketing Effort Is Not Placed on the
Primary Sport Product; It Is Placed on Product
Extensions
Since marketing professionals have little or no say about the primary product,
they must use product extensions to get the message about the product into
the public eye. The main example of a product extension is merchandise.
Product extensions serve as a major revenue generation for sport organizations
at all levels.
Exposure from the Mass Media Has Resulted in a
Reduced Emphasis on Traditional Sport Marketing
The oversaturation of sport in the mass media has resulted in an evolution in
the traditional method of controlling and coordinating the marketing mix. This
exposure is called publicity. The expanded public relations efforts have forced
marketers who traditionally viewed the marketing mix as the 4 P’s of marketing
evolve their theory into the 5 P’s of sport marketing: product, price, place,
promotion, and publicity (Figure 2.1).
FIGURE 2.1
THE HEART OF THE SPORT MARKET:
THE SPORT MARKETING MIX
Consumers
Competition
Company
MANAGING THE SPORT MARKETING MIX 21