Sonic branding in sport: A model for communicating brand identity through musical fit

The psychological and sociological dynamics of sport participation and sport spectatorship are presaged by and captured in the production and consumption of music. Yet, despite its ubiquity in organized sport, as well as its widely acknowledged significance in our contemporary social realities, few studies in sport marketing have examined the formative role of music in affecting sport consumer behaviour. As such, the field seemingly lacks theoretical and methodological direction in dealing with music as a means of effective marketing communication. Research is needed to inform academics and practitioners about the appropriate use and potential outcomes of music in sport marketing contexts. In this paper, the authors review current literature concerning the role of music in marketing and propose a conceptual framework for analyzing music in various sport marketing contexts using classical and modern theoretical approaches.