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Perspectives of Sport—Opportunities and Risks in Sports Marketing

In: Sports Marketing

Author

Listed:
  • Manfred Bruhn

    (University of Basel)

  • Peter Rohlmann

    (PR MARKETING)

Abstract

In view of disruptive changes in all areas of economic and social life, there are also impacts and challenges for sports marketing. This chapter shows different perspectives and gives an outlook on the opportunities and risks in sports marketing. General trends in the sports ecosystem are shown as well as system-immanent change trends and indications of the instrumentalization and politicization of sports. Some prospective outlooks already show today that in the future even more market-oriented efforts and professional work in sports marketing will be necessary.

Suggested Citation

  • Manfred Bruhn & Peter Rohlmann, 2023. "Perspectives of Sport—Opportunities and Risks in Sports Marketing," Springer Books, in: Sports Marketing, chapter 0, pages 75-82, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-39122-5_8
    DOI: 10.1007/978-3-658-39122-5_8
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