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Abstract

This research examined sport marketing competencies considered by 103 professionals to be important for sport marketing administrators. Four job segments within the profession were surveyed and included: sport marketing firms, amateur sport organizations, professional sport organizations, and college athletics. Using a Likert scale, the survey revealed 20 essential sport marketing competencies for the profession. Also investigated were the sources through which the competencies were acquired. The competencies were mostly gained on-the-job (52.2%). A two-choice scale indicated which competencies were performed by the marketers and which competencies were delegated. The respondents delegated 37% of their competencies. Over 70% of the marketers were former sports competitors.

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An Investigation of Sport Marketing Competencies

Abstract

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References