Perspectives of Sport—Opportunities and Risks in Sports Marketing

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

Chapter Chapter 8 in Sports Marketing, 2023, pp 75-82 from Springer

Abstract: Abstract In view of disruptive changes in all areas of economic and social life, there are also impacts and challenges for sports marketing. This chapter shows different perspectives and gives an outlook on the opportunities and risks in sports marketing. General trends in the sports ecosystem are shown as well as system-immanent change trends and indications of the instrumentalization and politicization of sports. Some prospective outlooks already show today that in the future even more market-oriented efforts and professional work in sports marketing will be necessary.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-39122-5_8

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DOI: 10.1007/978-3-658-39122-5_8

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