Subject Aim
Sport marketing is an integral and essential component of sport management, playing a pivotal role in the overall success and sustainability of sport organisations in today’s globalised and ever-changing sport business landscape.
At its core, sport marketing aims to attract and engage fans, consumers, sponsors and other relevant stakeholders to contribute to the overall success and sustainability of sport organisations, teams, events and athletes. This multifaceted discipline incorporates traditional marketing principles but tailors them to the unique characteristics of the sport landscape.
Sport marketing activities include developing branding strategies, understanding sport consumer needs, creating promotional campaigns for sport events and products, managing sponsorship and endorsement deals, and utilising media for exposure, discoverability, awareness and consumption. In the modern technology driven era, digital and social media play a crucial role in amplifying the reach and impact of sport marketing efforts.
This subject aims to introduce students to the core principles and activities of sport marketing with a focus on its dynamic relationship with contemporary media in a global context. Through case studies and cross-cultural references in each topic, students will be able to apply the theory and principles of sport marketing, enabling them to navigate the unique challenges and opportunities in the local and global economy.
