The Four Domains of Sports Marketing: A Conceptual Framework

Despite its acknowledged contribution to local, national, and global economies, there is no consensus as to exactly what is meant by the term sports marketing. This conceptual paper attempts to address this deficiency via the development of a new framework that is based upon two key dimensions: type...

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Bibliographic Details
Published in:Sport marketing quarterly 2008-06, Vol.17 (2), p.90
Main Authors: Fullerton, Sam, Merz, G Russell
Format: Article
Language:English
Subjects:
Consumers
Corporate sponsorship
Market strategy
Olympic games
Professional sports
Sports marketing
Studies
Textbooks
Online Access:Get full text
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Summary:Despite its acknowledged contribution to local, national, and global economies, there is no consensus as to exactly what is meant by the term sports marketing. This conceptual paper attempts to address this deficiency via the development of a new framework that is based upon two key dimensions: type of product and level of sports integration. By categorizing goods and services as either sports products or nonsports products and by differentiating between traditional strategies and sponsorship-based strategies, four sports marketing domains are identified. They are the theme-based, product-based, alignment-based, and sports-based strategic domains. The underlying principles for developing the framework are delineated in this article, and many examples for each strategic domain are provided as a means of illustrating their conceptual differences and how they are implemented. [PUBLICATION ABSTRACT]
ISSN:1061-6934
1557-2528