Challenges and Opportunities of Contemporary Sport Marketing: Strategic Perspectives

Ruth M. Crabtree, James Jianhui Zhang

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


The speed of change and the constant transformation within and beyond sports has meant that any organization associated with the global sport industry must constantly evaluate and horizon scan for pertinent changes that may impact upon its organizational performance and marketing strategies. Strategic sport marketing consists of identifying the needs and wants of potential customers and satisfying those needs through the exchange of products and services. The role of strategic marketing planning is vital to the success of many sport organizations that are relying on the articulated vision and well-thought-out road map to ensure that they are well positioned to deal with changes and challenges, and to effectively deliver high quality products and services to customers. This leading chapter outlines the purpose of this book aimed to examine strategic sport marketing and identifies some of the current changes occurring within the global sport industry that may potentially impact upon successful marketing initiatives.
Original languageEnglish
Title of host publicationSport Marketing in a Global Environment
Subtitle of host publicationStrategic Perspectives
Place of PublicationLondon
Publication statusAccepted/In press - 21 Oct 2021

Publication series

NameWorld Association of Sport Management


Dive into the research topics of 'Challenges and Opportunities of Contemporary Sport Marketing: Strategic Perspectives'. Together they form a unique fingerprint.

Cite this