Sports Marketing

Teams as Brands A Review of the Sports Licensing Concept

Rick Burton Australian National Basketball League Whereas a great deal has been recorded on sponsorship's definition and the ways in which sponsorship or team identification is thought to work, the literature is less comprehensive when acknowledging or discussing the sports marketing activity known as licensing. Irwin, Sutton and McCarthy (2002) suggested licensing programs, as engineered by teams or leagues, exist for the purpose of supporting three fundamental benefits (a) promotional...

The Sport Atmosphere

Many of these elements pertain to several aspects of the total sport experience, whereas some may be related to just one or two. It is important to further classify these elements of the sport product so that situations can be developed that simultaneously address both the unique aspects of sport and the elements of the sport product. We suggest that there are five categories that encompass all classifications of the sport product and define the total sport atmosphere. Figure 14.