CHAPTER 3

Marketing, A Philosophy that Has Changed the Sport

Thanks to marketing, sport has become one of the largest businesses in the world. Marketing in sports is different from marketing of other ordinary products and services, but most “common” marketing techniques can also be applied in sports.

Using the marketing concept in sport assumes that the key to achieving goals lies in determining the needs and satisfying the wishes of those who use its services. Marketing aims to create as much awareness and loyalty as possible toward the service we make use of. The more it is used in communication, more successful the sports marketing becomes. The marketing concept has revived today’s sport and brought it closer to millions of people. It has ...

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