MARKETING OF SPORTS AND SPORT IN MARKETING COMMUNICATION

Abstract

Sport, as a universal product that brings together people from diverse cultures and social groups, plays a significant role both as a marketable product and as a strategic tool in marketing communication. With increasing commercialization and mass participation, sport has become an influential component of modern life and marketing strategies. The growing intensity of competition has accelerated brands’ use of sport to enhance visibility and gain competitive advantage. Through the concept of sports marketing, sport has secured a central position within integrated marketing communication. Brands that effectively utilize sport as a communication strategy can reach target audiences directly and efficiently.