Sports marketing – It’s not just a game anymore
Sports marketing – It’s not just a game anymore

Summary/Abstract: The purpose of this article is to work towards an understanding of the sports marketing phenomenon by analyzing its distinctive nature and the challenges that sports marketers must deal with. It also describes the environment in which the marketers operate and the potential external factors that can influence the market, the sports products and services and the creation and development of a sports brand. In addition, we shall include two comprehensive study cases, which show how much of an impact celebrity endorsement can have upon a sporting event and reveal at the same time a perfect example of brand development

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