Sports marketing has established itself over the last three decades not only as a very special form of marketing but also as an own subject of research. However, it is quite surprising that the nature of sports marketing is relatively unknown as different definitions of sports market-ing...

Sporting organizations increased their degree of professionalism step by step within the last decades because being just a pure sporting organization is not enough. These days, sporting bodies and codes have to be professional in order to survive in an extremely competitive mar-ket. Therefore,...

The emphasis on relationships - as opposed to transaction-based exchanges - is redefining the marketing domain. Sports sponsorship is an important source of income for professional sporting organisations and an effective marketing tool for companies aiming at commercial objectives through sports...