ISSN:
0309-0566
Source:
Emerald Fulltext Archive Database 1994-2005
Topics:
Economics
Notes:
Professional sports have emerged as a lucrative business, with many opportunities for sports marketers to flourish. As this paper will show, professional sports teams unite to produce a league product that, while initially is produced to provide entertainment for spectators, is now sold to four distinct groups: first, fans who support leagues by attending games, following games on television and other media, and purchasing league- and team-related merchandise; second, television and other media companies which purchase the right to show games as a programming option; third, communities which build facilities and support local clubs; and fourth, corporations which support leagues and clubs by increasing gate moneys, purchasing teams outright, or providing revenues through sponsorships or other associations. As a result, professional sports leagues provide a unique environment for marketing decisions and processes to occur, in a number of markets and at a number of levels, and should continue to be a growing segment within the broader, global, entertainment industry.
Type of Medium:
Electronic Resource
URL:
http://dx.doi.org/10.1108/03090569910253251
