Sports marketing in an economic quagmire

Fullerton, Sam and Johnson Morgan, Melissa (2009) Sports marketing in an economic quagmire. In: 7th Annual Sport Marketing Association Conference (SMA 2009), 28-30 Oct 2009, Cleveland, Ohio.


The downturn in the global economy has had a profound impact on marketers that have attempted to maintain their viability in hopes of capitalizing upon the inevitable recovery. While much of the press’s focus has been directed towards the automotive and banking industries, the reality is that only a handful of industries have been able to escape the wrath of the current economic quagmire. The sports marketing industry is no exception. There are two broad thrusts in the sports marketing industry: the marketing of sports products and marketing through sports. The following discussion identifies the response of marketers in each category to the pressures exerted on them by the ongoing economic downturn and implications for some stakeholders.

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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: Permanent restricted access to paper due to publisher copyright restrictions.
Faculty / Department / School: Historic - Faculty of Business - School of Management and Marketing
Date Deposited: 30 Jan 2010 07:10
Last Modified: 24 Jul 2014 11:56
Uncontrolled Keywords: sponsorship; sporting sponsors; sports marketing
Fields of Research : 15 Commerce, Management, Tourism and Services > 1504 Commercial Services > 150404 Sport and Leisure Management
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
14 Economics > 1402 Applied Economics > 140210 International Economics and International Finance
Socio-Economic Objective: E Expanding Knowledge > 97 Expanding Knowledge > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services

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