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Branding in sports
(2016)
Brands are ubiquitous in the sports business. The significance of the brand is fuelled not only by the various functions that a brand performs for providers and consumers in sports, but by the monetary value that brands have come to represent for sporting organizations. As part of the commercialization and professionalization of sports, a uniform brand presence is becoming increasingly important for sporting organizations. The implication is the need for systematic and integral brand management. This chapter initially examines the key features of sports from the marketing perspective and the most important fundamentals of sport marketing. Based on this, we will demonstrate specifically how brands in sports are established and cultivated.
