The Nature of Sports Marketing: A Conceptual Framework

Despite its acknowledged contribution to local, national, and global economies, there is no consensus as to exactly what is meant by the term sports marketing. This conceptual paper attempts to address this deficiency via the development of a new framework that is based upon two key dimensions: type of product and level of sports integration. By categorizing goods and services as either sports products or nonsports products and by differentiating between traditional strategies and sponsorship-based strategies, four sports marketing domains are identified. They are the theme-based, product-based, alignment-based, and sports-based strategic domains. The underlying principles for developing the framework are delineated in this article, and many examples for each strategic domain are provided as a means of illustrating their conceptual differences and how they are implemented.

The principles and tools of sport marketing represent the essential knowledge sport managers require in order to position their sport, association, club, team, player, code or event in the highly competitive sport market. This article explains the principles and tools of marketing sport organisations, marketing mix, tourist orientation, segemetation strategy, communication mix and framework for targeted sport event packaging. The purpose of this article is to introduce the core philosophy and process of sport marketing. It will introduce some basic marketing concepts, and will outline the Sport Marketing Framework.

SEA: Practical Application of Science, 2018

Due to the special attention it receives in society, sport has ceased to be a preoccupation like any other and started having a separate place in people's minds. As a consequence, sport marketing is also a hub of interest for both researchers and practitioners. Marketing in sport is one of the highly researched themes in the literature, noting the existence of a wide range of scientific journals devoted to this subject. The question that still raises debates is whether marketing of sport should be a distinct case of marketing or marketing remains the same irrespective of the product to which it is applied, whether it is sports, the sale of consumables, insurance, medicine, agro-food industry and others . It is less important which approach prevails, since it is essential for marketing to add value to the brand of the sports organization that practices it. A lot of people and organizations represent a part of the sport world, entering reciprocal relationships, from which value is...

Edward Elgar Publishing eBooks, 2023

Ava played competitive sport growing up and knew she wanted to somehow continue in sport. With an opportunity to attend university she imagined working in sport, maybe ticket sales? When she began taking classes, she learned that there are many roles in the marketing of sport but equally there is an entire industry oriented to marketing via sport. Our starting point in sport marketing is to define it. Then to describe it and the people that work in this space through examples. Lastly, since there are two rather different forms of sport marketing, there is a need to understand how they work together in sync to produce the best outcomes. Marketing and sport marketing As defined by the American Marketing Association (2017): Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. • Marketing of sport involves people, processes, and actions by the sport that create value for sport fans, partners, and communities. • Marketing via sport involves people, processes, and actions by the sponsoring brand/company in collaboration with the sport that create value for brand consumers, partners, and communities.

International Journal of Economic Practices and …, 2011

In the economic sense, the term of sport product describes the sport good or service, offered to the consumer in order to satisfy his need for sport, be it spectator, viewer, active participant or sponsor. The sport product has a series of unique features that differentiate it significantly from the products corresponding to other fields of activity. The present article is presenting those features, starting with the ones corresponding to sport as a human activity, then going to the particularities of the sport consumer behavior and finishing with the characteristics of sport as part of the services sector. For each specific feature there are a series of recommendations for the marketing activity in order to better adapt the offer to the needs and demand of the sport consumer.

Journal of Business & Industrial Marketing, 2011

PurposeSport is a global product and service that many people around the world enjoy playing, watching and participating in. Whilst there has been an abundance of global media attention on sporting events such as the Olympics and World Football Cup, there seems to be a lack of integration between the sports marketing and international business disciplines both from a practical and also academic standpoint. This paper aims to discuss international sport marketing and why it is an important attribute of business‐to‐business marketing.Design/methodology/approachThe aim of the paper is to provide practical implications and research avenues for those seeking to further investigate international sport marketing as a unique area of academic research. The introduction to the paper focuses on the importance of sport to the global economy and how entrepreneurship is ingrained in many sport businesses and organizations. Next, different areas of international business management that relate to ...

Research background. Sponsorship and sports marketing have been in existence for years and now have been greatly expanded and developed. Organizers of major events can hardly expect to receive some funds without expecting to give something back in return. Historically, sponsorship originated as an inexpensive addition to the marketing mix and was perceived as a philanthropic endeavour. In other words, corporations classified sponsorship as a donation and it was not considered a ‘marketing expense’, but nowadays it has changed significantly (Abiodun, 2011; Seguin et al., 2005). The attitude changed with regard to sponsorship when corporations began searching for a return on investment from donations made to various organisations (Meenaghan, 1991; Ramanantsoa, Thiery-Balé, 1989; Wilkinson, 1993). This came after a substantial increase in resources allocated to sponsorship, meaning that sponsorship became increasingly recognised as a valid promotional tool, a business expense that needed justification in the form of Return On Investment (Seguin et al., 2005). In addition, we have to keep track of constantly changing information. Nowadays, sponsors are increasingly more strategic in their approach to seeking value from sponsorship opportunities. Therefore, it is meaningful to understand that sponsorship is beneficial for both sides. Sponsorship proposals, for sport organizations, can help to achieve investment opportunities for business enterprises. For sponsors themselves, sponsorship can achieve even the most important company goals, such as access to a new marketplace, increased sales, (which directly will bring the capability of an organization to grow), increased popularity, strengthened image. Nowadays, sponsors are increasingly more strategic in their approach of seeking value from sponsorship opportunities. Furthermore, it is very important to understand how sponsors decisions will affect all of the organization in a strategic prospect. This could take us to a better comprehension of the key areas to be considered in the development of sponsorship proposals. Many of sports sponsorship proposals are counterproductive, because not taking into account the existing relationship between sponsorship and companies strategies. Results and findings. Organization situation is the firm’s goals, capabilities and resources. In organizations one of the most important strategic goals is to increase popularity, strengthen the image, achievement on the new market segment resources (Mitchel et al., 2013; Lane, 2009). The company can be sponsoring sport events which can bring new markets to it, positioning against competitors and other objectives. Product – market situation is the product category comparison new to the marketplace, growing, maturing or declining (Lane, 2009). Sponsoring can help achieve new marketplace, increase in sales which directly will bring capability of the organization to grow. A company involved in sports sponsorships can send instant messages to millions of potential buyers, generate community goodwill part, but most importantly it can increase market share and profit (Bocse et al., 2012). Competitive situation is how many competitors there are. What are their characteristics and marketing methods (Lane, 2009)? In essence, sport sponsorship has become a powerful marketing strategy used by firms to communicate with vast external and internal audiences to differentiate themselves from competitors (Cornwell, 2008), with the ultimate goal to orienting consumer’s preferences toward sponsors’ products (Barros, Silvestre, 2006) (Biscaia et al., 2013). Companies that are able to successfully tap into a consumer’s psychological connectedness with a sports team and can become more meaningful to that consumer (Henseler et al., 2011), what makes benefits and extension for brands and relationship. Environmental situation is what industry-wide and company–specific environmental opportunities and threats are most important (Mitchel et al., 2011; Lane, 2009). Quinn defines strategic decisions as “those decisions that determine the overall direction of an enterprise and its ultimate viability in light of the unpredictable and the unknowable changes that may occur in its most important surrounding environments.” (Shank, 2009, p. 342). It is a two-way street for both the sports entity and the sponsoring organization whereby the latter, tends to associate itself or its brands with the positive images obtained by the unique personality of the sporting event (Abiodun, 2011). The advantage of image building, promoted in a long term strategy, lies in the impact it has on an audience – target accurately determined because of the fittest event (Bocse et al., 2012). In our research we define the scope of effect of sport sponsorship on sponsors and reveal the sports sponsorship opportunities and links in sponsors’ strategic planning. The research method is content analyses and systemizing based upon theoretical framework. Keywords: sponsorship, sport sponsorship proposal, strategy.

Management & Marketing Magazine, 2021

Sport is a global product which many people worldwide enjoy playing, watching, and participating in. Besides good media coverage of sports events (Olympic Games, tennis tournaments, world football championships), there is an ample space to integrate international business disciplines and sports marketing from a practical and academic perspective. This paper aims to explain global sports marketing and what the preconditions are for its further development. Emphasis is placed on the relationship between sport and the development of the economy. More specifically, entrepreneurship at the domestic and global level. Various international business management areas related to sports marketing have been considered a framework for further research. The significance of international sports marketing, among other things, is reflected in its: internationalization, branding, corporate social responsibility, technology development, tourism, and regional development.

CHOREGIA, 2007

The business sector has long recognized the contribution of marketing planning in the financial success. The sport sector has begun to recognize the usefulness of strategic marketing planning as well. Many sport researchers have argued that without the improvement of strategic marketing planning activities, sport will not survive to the competitive environment of the entertainment industry. The purposes of this study are to: (a) examine the strategic marketing planning process, and (b) propose a strategic marketing planning process for the sport sector and analyze its various elements. If the sport managers follow the proposed strategic marketing planning process, they will be able to handle the complicated sport business environment and deliver high economic benefits.

2020