Contemporary Sports Marketing

Abstract

The term „sports marketing“ developed in the United States as a way to analyze and implement strategies in which innovative as well as tried and true marketing techniques are used to financially support amateur and professional sports. With costs increasing, purveyors of ports must look for additional revenue beyond ticket sales and television fees. Corporations are searching for ways to increase the effective use of the advertising dollar. The partnership of the two parties has never been stronger than today, in the U.S. and abroad. In fact, sports collectively currently make up the 11th largest industry in the country. This article reviews the various aspects of the sports marketing mix including sponsorships, partnerships, the athlete, as well as the upcoming role of the web. The implications to corporations, the rising female athlete, and future challenges and opportunities are discussed

Key Words:

• Advertising
• athletes
• celebrities
• endorsements
• Internet
• marketing
• partnerships
• promotions
• sponsorships
• sports marketing
• women