Abstract: In a changing economy, businesses are searching for creative ways to continue as profitable businesses and attract customers in highly competitive markets. This study reviews sports marketing with the aim of generating a greater understanding of the sports marketing literature. Sports’ marketing is found to be categorized and provide advantages that corporate advertising has difficulty achieving. The increase in professional sports coincides with an increase in sports organizations becoming profit centered and commercial. Much sports advertising involves sponsorship. However, to date there appears to be very little information about the differences in sports marketing between amateur and professional sports in the literature. The review also indicates a lack of substantiating studies in amateur sports.
Publication Year: 2009
Publication Date: 2009-09-28
Language: en
Type: book-chapter
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