Sport marketing has evolved into a multidimensional discipline shaped by globalization, digitalization, and professionalization, extending beyond the mere promotion of sporting events. The unique characteristics of sport products—such as uncertainty, experiential consumption, emotional attachment, and social identity—differentiate sport marketing from traditional product and service marketing. Accordingly, sport marketing is commonly examined through two main dimensions: the marketing of sport products, services, and organizations, and the use of sport as a strategic communication and image-transfer tool for brands.

This book chapter aims to provide a comprehensive and conceptual framework for understanding sport marketing in contemporary sport industries. First, the theoretical foundations of sport marketing are outlined, followed by an in-depth discussion of the sport marketing mix (product, price, promotion, and place) adapted to the distinctive dynamics of the sport sector. The chapter then examines sport consumer behavior by focusing on psychological, social, and cultural determinants, including fan identity, social belonging, experiential consumption, and loyalty. Key strategic components such as sponsorship, brand management, and athlete branding are discussed, with particular emphasis on their growing integration with digital platforms.

Subsequently, the chapter explores digital sport marketing and new media practices, highlighting the transformative role of social media, over-the-top (OTT) platforms, data analytics, and e-sports in reshaping sport consumption patterns. Digitalization is presented as a driving force that has converted sport consumers from passive spectators into active participants who co-create brand value through interaction and engagement.

In addition, ethical considerations, sustainability, and corporate social responsibility are critically addressed. Issues such as data privacy, media representation, gender equality, and environmental responsibility are discussed as essential elements of responsible sport marketing practices. Finally, emerging trends including artificial intelligence, augmented and virtual reality, metaverse-based experiences, and sustainable sport business models are evaluated. The chapter concludes that future sport marketing strategies must be data-driven, participatory, ethical, and sustainability-oriented in order to maintain competitive advantage in an increasingly digital and global sport ecosystem.