Presents an overview of the various techniques and strategies used to meet consumers' wants and needs in the sports industry and an understanding of how sports can be used to assist in marketing other companies and products. Addresses areas of uniqueness in sports marketing compared to traditional marketing, an overview of the segments of the sports industry, and the importance of market research and segmentation in identifying the right sports consumer. Evaluates the use of data-based marketing in reaching the sports consumer. Introduces the marketing mix as individual units and the relationship between those units. Explores the development of sponsorship and endorsement packages.