The reciprocal and influential connection between sport marketing and management and the sport sciences

Abstract

Sport marketing and management have become significant professions within the global landscape of the sport and business industry. Sport marketing and management have had a historical association with the sport sciences; however, there has been a trend to change the focus towards a business orientation at both the educational and professional levels. Does that mean sport marketing and management are no longer important to the sport sciences? The author seeks to answer that question by researching the biophysical, psychosocial and sociocultural domains of sport science to determine whether each domain plays an integral role in sport marketing and management while also enhancing the ability of sport scientists to advance their fields of study.The research shows that, because of the hybrid nature of sport management, there is a need for cross-disciplinary education in sport sciences and sport marketing and management. This requires educators to recognise that interdisciplinary dialogue between sport studies and management needs to take place to assure the future growth of the profession across disciplines. In addition, there is a need for various elements within the professions of sport marketing, sport management and sport sciences to build effective and efficient relationships, collaborations and cooperative efforts.Keywords: sport marketing; sport management; sport sciences; biophysical domain; psychosocial domain; sociocultural domain.Reference to this paper should be made as follows: Schwarz, E.C. (xxxx) 'The reciprocal and influential connection between sport marketing and management and the sport sciences', Int.

“It Takes a Village:” Interdisciplinary Research for Sport Management

“…Indeed, a few of our colleagues have recently drawn attention to the potential benefits of particular interdisciplinary research agendas, and I acknowledge here the suppositions of Schwarz (2010), Giulianotti and Klauser (2010), and Love and Andrew (2012). Schwarz makes a case for interdisciplinary dialogue between sport management and sport studies in the biophysical, psychosocial and sociocultural domains, while Love and Andrew argue for the intersection of sport management and sociology of sport research, although noting the "limited number of distinct paths connecting [these] two 'sides'" to date (p. 252).…”

U.S. Sport Management Programs in Business Schools: Trends and Key Issues

“…Rosner and colleagues (2000) made known that, worldwide, there were 17 undergraduate sport management programs and 13 graduate sport management programs housed in a business school. Currently, there are more than 200 sport business programs in the U.S. alone according to this manuscript's study population, with the potential for further growth in the years to come (Danylchuk & Boucher, 2003;Jones et al, 2008;Schwarz, 2010). Current and future sport business programs should consider the various issues of being housed in a school of business, because the future of sport management as an academic discipline is connected with the answers to questions regarding important matters such as administrative oversight, faculty educational backgrounds and performance requirements, accreditation, and fair compensation (Danylchuk & Boucher, 2003).…”

“…Online and hybrid programs, as well as new and specialized curricula, have been strategies of choice for business schools (Arbaugh et al, 2009). One of the most rapidly growing subdisciplines within business school curricula is "sport(s) business," or "sport management" (Li et al, 2013;Schwarz, 2010). This growth is tied to the growth in the size of the sport industry, which is estimated to be $485 billion in 2015 and one of the top 10 industries in the U.S. (Plunkett, 2014).…”

“…In light of this growth, sport management has the potential to shift to a more business-oriented discipline (Danylchuk & Boucher, 2003;Jones et al, 2008;Schwarz, 2010). Sport management may be reaching a necessary critical mass of programs and a higher level of acceptance within the business academe, similar to now mainstream business subdisciplines such as entrepreneurship and international business, which also underwent a period of transition and broad acceptance (Chalip, 2006;Katz, 2008;Shenkar, 2004).…”

Impact of social media on the way marketing is done in football clubs

“…However, in 1978 the concept of sports marketing was used for the first time in the Advertising Age magazine. The magazine used this idea to describe the client's activities and the use of sports, which are increasingly the means of promoting the marketing of industrial products and services (8) .Sports marketing is a means of marketing sports goods, services and other products through sports organizations by the application of marketing concepts (9) . and the overall activities to satisfy sports consumers' needs and desires (10) .…”