Title: The power of sports marketing

Authors: Maria Mitre, Patricia Ordonez de Pablos

Addresses: Escuela Universitaria Jovellanos, Department of Business Administration, The University of Oviedo, C/ Luis Mayo Blanco, 261, La Laboral, 33203 Gijon – Asturias, Spain. ' Department of Business Administration, Facultad de Ciencias Economicas, The University of Oviedo, Avd del Cristo, s/n, 33.071 Oviedo – Asturias, Spain

Abstract: Prominent brands sponsor the most important sports clubs, forming a strategic alliance which results in cooperation that is mutually beneficial for both sides. The aim of this piece of work is to analyse the importance of sports marketing for companies today. With this objective in mind, the relationship between companies and advertising will be studied in certain sports (football and motor sport, among others) and their implications for both companies and clubs will be analysed.

Keywords: sport marketing; sponsoring; sports clubs; sports brands; advertising; football; soccer; motor sport.

DOI: 10.1504/IJSMM.2009.023241

International Journal of Sport Management and Marketing, 2009 Vol.5 No.3, pp.330 - 337

Published online: 15 Feb 2009 *

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