Sports Marketing in the U.S.

Paper Summary:

The paper discusses the demand for sports marketing and how the educational system has introduced courses on sports management. The paper examines the products the companies are offering and looks at the competition within the sports marketing industry. The paper shows how sports marketing helps with the construction of sports facilities, the offering of sports scholarships for the talented children or the sponsorship of various social events.

Outline:
Introduction
Demand and Offer
Importance
Producers and distributors
Sponsorship
Competition
Sport product
Constructions
Conclusions

From the Paper:

"The promotion of sports has probably never been more important than now, when we feel an intense need for a healthier live style. For-profit organizations have often used sports personalities and events to market their items, some of the most relevant examples in this sense being Nike or PepsiCo. Several campaigns were also indented to reintroduce the population to the pleasures and benefits of sports, sending as such a social message, rather than a simple promotion of their items. These features, alongside with a variety of changes affecting the social, economic, political and technological environments, have lead to the creation of sports marketing."

Sample of Sources Used:

• Summers, J., Johnson-Morgan, M., 2005, Sports Marketing, Cengage Learning Australia
• Mullin, B.J., Hardy, S., Sutton, W.A., 2007, Sport Marketing, 3rd Edition, Human Kinetics Publishers
• 2008, Belk College of Business Website, http://www.sportsmba.uncc.edu/ last accessed on September 26, 2008
• 2008, Cossette Website, http://www.cossette.com/www/brands_sportsmarketing.php last accessed on September 26, 2008

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