Sports Marketing and Interactive Media: A Match Made in Heaven

Document Type

Article

Publication Date

1-1-2015

Abstract

The use of Sports Marketing and special events has been gaining a legitimate place in the promotional activities of various organization. Substantial resources have been shifted from traditional promotional methods into sports marketing activities. Such activities include: becoming official sponsors of various sports and special events, naming rights on stadiums, in stadium signage, and the use of sports celebrities as endorsers. In 1998 $6.8 billion was spent on sponsoring sports and special events alone. Over 65% of it ($4.55 billion) was used to sponsor sports event. Sport marketers are always on the look for new media to help leverage their sport activities and reach consumers through the magic power of sport. Thus, The explosion in the popularity of the new interactive media, and the World Wide Web (WWW) didn’t go without notice by sport marketers.

Publication Title

Developments in Marketing Science: Proceedings of the Academy of Marketing Science

First Page Number

399

DOI

10.1007/978-3-319-17356-6_123

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