MARKETING STRATEGIES AND CONSUMER BEHAVIOR IN THE SPORTS INDUSTRY

Abstract

The sports industry is continuously evolving under the influence of digital technology, social media, and increasingly complex consumer demands. Marketing strategies in this context extend beyond promoting or selling sports products and services; they serve as crucial tools for creating value, fostering consumer loyalty, and sustaining fan engagement. Literature reviews highlight that various strategies—such as the marketing mix, branding, pricing approaches, and digital media utilization—directly influence consumer behavior, including event participation, merchandise purchasing, team following, and the development of fan identity.
Moreover, consumer behavior itself provides feedback that drives the adjustment and refinement of marketing strategies, creating a reciprocal relationship that enhances managerial effectiveness within the sports sector. Therefore, understanding this dynamic relationship is essential for strengthening competitiveness and ensuring long-term sustainability in the sports industry.