Sports marketing is the marketing activity relevant to the sport product. The complexity
and the special characteristics of the sport product set challenges that the marketing practice
has to overcome as well as establishing the theoretical context of sports marketing. The
operational structure of sports marketing is set by this theoretical framework and in a great
extent it defines sports marketing’s applications. It defines the composition of elements that
make sports marketing functional and it establishes the standards for effective marketing
practice.
The traditional marketing theory has to be revised in order to be successfully applicable for
sports marketing practice.
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