Sports marketing paper

Sports marketing paper - John Fulkerson Sports Marketing By...

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John Fulkerson 11/26/07 Sports Marketing By definition, sports marketing is the specific application of marketing principles to sport products, and in its short history sports marketing has quickly become a multi- billion dollar industry. In the 1960’s, a lesser-form of sports marketing was created in the form of pure sports management due to contract negotiation problems and endorsement deals, causing many companies to be created. Similarly, starting in the early 1970’s with a few agencies, including ProServ, full service sports marketing companies started to appear. This small area of business would soon become a world-wide business. Sport agencies had grown out of being purely athlete management, and would instead specialize in event promotion and sponsorship negotiations. The quick, somewhat explosive growth of sports marketing happened with the 1984 Summer Olympics in Los Angeles. With the large amount of exposure, the corporate sponsors saw the games as a platform to market their brands. For example, Coca Cola spent almost $30 million to support its official sponsorship of the Olympics.
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