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What Marketing is?

  • 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 (American Marketing Association, 2020)

What Sport Marketing is?

  • Sport marketing uses sports, in any form, to help sell goods and services.

  • This particular style of marketing is less about using a single strategy and more about using the content of sports to assist marketing efforts.

  • This is not limited to professional sports and may include college athletics, minor leagues, or alternative sports.

  • Since sports can be watched on a variety of platforms, sport marketing can take many different forms.

  • Teams sell advertising space inside their stadiums to marketers who want to purchase billboards and other print ads, while TV networks sell airtime during the events.

  • Famous athletes also sign contracts to work as celebrity endorsers and lend their images to marketers.

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