The Challenge of Sport Marketing
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Authors
Brimacombe, John
Issue Date
1991
Type
Thesis
Language
en_US
Keywords
Alternative Title
Abstract
Sport marketing is a very new sector within the sport
industry. For many years sport marketing defined only the use of
sporting events and sport personalities to promote the products and
services of other consumer industries, and many people still
understand it this way. But this definition is lacking in
reference to the most important aspect of sport marketing, which is
the marketing of the sport products and services themselves.
Although this aspect of sport marketing did become more widely
recognized, it was not a cause for much concern in the management
of most sport organizations. Traditionally, the general opinion
was that winning means everything when it comes to sport marketing.
But in recent years the managers of sport organizations have come
to realize the importance of a carefully planned marketing
program, and they have become aware of the immense challen9es that
stand in the way of .sport marketing success.
This report begins by examining the unique characteristics of
the sport industry, and the effects that they have on the efforts
of the sport marketer. The next section describes my involvement
with the marketing program at Yost Ice Arena, the facility used by
the University of Michigan hockey team. Details are provided
regarding the many difficulties experienced by the sport marketer
while working under the framework of an intercollegiate athletic
department. The accounts in these two sections function as a
summary of the challenge faced by the sport marketer. They present
evidence that this challenge will remain strong until the sport
marketer gains a complete understanding of the characteristics of
sport and of the bureaucracy present within an athletic department.
The success experienced by the sport marketer is dependent upon an
ability to deal with the implications which these difficulties have
for marketing.
Description
135 p.
Citation
Publisher
License
U.S. copyright laws protect this material. Commercial use or distribution of this material is not permitted without prior written permission of the copyright holder.