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Introduction to Sports Marketing

Marketing of sports is a subdivision of marketing which focuses both on the promotion of sports events, teams, athletes as well as the promotion of other products and services through sporting events, brands, teams, clubs and athletes.
It is a service in which the elemtn promoted can be a brand name or a physical product. The target is to provide the client – athlete, club, team, league, brand – with strategies to promote sports or to promote some other products, servies, business or cause through sports.

Sports Marketing follows the traditional four P´s of general marketing:
- Product
- Price
- Promotion
- Place

But it does add other P´s:
- Planning
- Packaging
- Positioning
- Perception

This is so called the sports marketing mix


The benefits are wide-raning.
The media and businesses who promote their products and services through sport also receive benefits.
Stakeholders are directly involved.
Direct benefits to leagues, teams, athletes and clubs include revenues from tickets, media rights and sponsorships.
Citis and Countries also receive revenue from taxes.


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