Sports Marketing at the Center of Various Markets

Manfred Bruhn () and Peter Rohlmann ()
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Manfred Bruhn: University of Basel
Peter Rohlmann: PR MARKETING

Chapter Chapter 2 in Sports Marketing, 2023, pp 3-15 from Springer

Abstract: Abstract This chapter explains the key concepts, structures and features of the sports market as well as the systematic management processes in sports marketing. A distinction is made between sports marketing (i.e. marketing in sport) and sports sponsorship (i.e. marketing with sport). Sports marketing is a central prerequisite for the professionalization of sports marketing and sports sponsorship. The special features of the sports market are just as much under consideration as current developments in sports marketing. In the further course of action, a systematic management process with different phases and decision-making situations is used for sports marketing. The perspective of the rights owner in the sense of a licensor and that of the rights holder in the sense of acquiring rights is taken into account throughout the chapter.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-39122-5_2

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DOI: 10.1007/978-3-658-39122-5_2

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