The marketing landscape of luxury in sport

Ekaterina Glebova ()

Chapter 3 in Luxury in Sport, 2025, pp 30-52 from Edward Elgar Publishing

Abstract: This chapter is about the complex economic dynamics driving luxury—notably, luxury in sports. It scrutinizes the marketing intricacies of sponsorships, advertising, and the overall economic implications for fans, athletes, teams, and other stakeholders. Through conceptual analyses and industry insights, readers gain a nuanced understanding of the marketing forces shaping the luxurious facet of sports. Examining the substantial investments in sports, this chapter explores the creation of state-of-the-art facilities and exclusive partnerships, contributing to the overall luxury experience. The impact of these investments on the sporting landscape and the resulting influence on fan engagement are analyzed, providing a comprehensive view of the economic dimensions and disclosing the importance of customer experience and the customer journey.

Keywords: Luxury in sport economic factors; Luxury fan experience; Luxury experience; Focus on experience; Sport's industry customer; Investments in sport; Olympics luxury partnerships (search for similar items in EconPapers)
Date: 2025
ISBN: 9781035342785
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