Sports Marketing Strategies, Navigating the Intersection of Globalization and Internationalization

Abstract

The interplay between changes in production and consumption has deeply influenced this new pattern of change that lies ahead for sports marketing. It is the aim of this thesis to discuss complex sports marketing as it cooperates with world and national entities globally in exploring the tens of billions of people who each year turn out for this sport. As an extended summary, this piece investigates the intricate relationships involved in global sports marketing. Emphasizing both advantages and disadvantages that accompany cooperative efforts in pursuit of a common goal. However, as the world becomes more and more tightly knitted together, marketing sports business needs to cross national boundaries understanding of cultural (of different language- speaking people are all comprehensible to one another), economic and social milieus included. Sports marketing and collaborative efforts, when approached with strategic acumen, facilitate the expansion of market reach, cultural exchange and revenue generation. However, navigating the diverse landscapes of culture, law, communication, and economics requires nuanced understanding and skillful management. This research contributes to the conference theme by highlighting the symbiotic relationship between globalization, internationalization and collaboration in the dynamic arena of global sports marketing. As the sports industry continues to evolve this exploration highlights the strategies marketers are employing to harness the benefits of globalization while mitigating the challenges in the quest for international success.

Received: 16 January 2025 / Accepted: 18 March 2025 / Published: 25 March 2025