https://doi.org/10.17605/OSF.IO/XRAZH

doi no.: 05-2016-44975451,  DOI Link :: https://doi-ds.org/doilink/06.2021-53568417/IJPESAS/V11/I2/A2

AFFILIATIONS:

1. Department of Human Kinetics and Health Education, University of Ibadan, Ibadan. Nigeria. oyebodetunde@gmail.com

This paper attempts a conceptual analysis of the term ‘sport marketing’ as found in literature, to present an argument in favour of a modern view of sport as an industrial concern. By employing the theory of economic production, it shows the clear similarities in operational and transactional conducts between sport and other economic industries. Four research questions were answered in an attempt to accentuate the industrial status of sport within the world economy. Clear demarcation was made to distinguish products due directly to sport, from those of other industries used in sport. In the final analysis, core products of the sport industry were identified and distinguished from ancillary to sport which had hitherto been touted as products of sport.

Key words: Economic Production, Sport Marketing, Industry, Sport Equipment, Ancillary to Sport.

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