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1- Department of Marketing Supply Chain and Sport Management, Tshwane University of Technology, South Africa.
2- Department of Marketing Supply Chain and Sport Management, Tshwane University of Technology, South Africa. ,rouxat@tut.ac.za
2- Department of Marketing Supply Chain and Sport Management, Tshwane University of Technology, South Africa. ,
Abstract: (568 Views)
Background. Implementing branding and marketing strategies is crucial for survival in the competitive contemporary sports market. Thus, marketing catalyzes growth and development within the sports industry and its broader context. Cross-platform marketing as a tool to promote well-being through the 7Ps highlights how coordinated strategies can strengthen sport organisations while advancing broader societal goals.
Objectives. This integrative review aims to propose a framework for understanding the sport marketing mix and identify contemporary spectator sports marketing trends. It provides a synopsis of the literature to identify contemporary trends, such as cross-platform marketing, that align with SDGs relevant to the sports context. The framework also outlines the key features of the seven elements in the sport marketing mix, namely Product, Price, Promotion, Place, People, Physical Evidence, and Process, in accordance with the Sustainable Development Goal (SDG) 3, Good Health and Well Being. In addition, it highlights contemporary trends identified in the review, including the extensive use of social media, e-sports, and the growth of women’s sports, facilitated by cross-platform marketing.
Methods. The method entailed an integrative review, which is broader and more flexible in scope than a systematic review. The researchers combined empirical and conceptual studies as well as selected cases to facilitate a synthesis of diverse methodologies and perspectives. The resultant summary of the literature identified a gap that was subsequently addressed by a proposed framework, which integrates insights across the disciplines of sport, marketing, and well-being.
Contributions. Understanding the 7Ps and their distinct characteristics is essential for achieving marketing success. To this end, an extended framework of the 7Ps in sport includes cross-platform marketing that aligns with key SDGs related to inclusion, education, well-being, and impactful partnerships. Additionally, recognising contemporary trends can enable practitioners to address evolving consumer expectations and inform future research.
Objectives. This integrative review aims to propose a framework for understanding the sport marketing mix and identify contemporary spectator sports marketing trends. It provides a synopsis of the literature to identify contemporary trends, such as cross-platform marketing, that align with SDGs relevant to the sports context. The framework also outlines the key features of the seven elements in the sport marketing mix, namely Product, Price, Promotion, Place, People, Physical Evidence, and Process, in accordance with the Sustainable Development Goal (SDG) 3, Good Health and Well Being. In addition, it highlights contemporary trends identified in the review, including the extensive use of social media, e-sports, and the growth of women’s sports, facilitated by cross-platform marketing.
Methods. The method entailed an integrative review, which is broader and more flexible in scope than a systematic review. The researchers combined empirical and conceptual studies as well as selected cases to facilitate a synthesis of diverse methodologies and perspectives. The resultant summary of the literature identified a gap that was subsequently addressed by a proposed framework, which integrates insights across the disciplines of sport, marketing, and well-being.
Contributions. Understanding the 7Ps and their distinct characteristics is essential for achieving marketing success. To this end, an extended framework of the 7Ps in sport includes cross-platform marketing that aligns with key SDGs related to inclusion, education, well-being, and impactful partnerships. Additionally, recognising contemporary trends can enable practitioners to address evolving consumer expectations and inform future research.
Keywords: Sustainable Development Goals (SDGs), Sport Marketing Mix, Spectator Sport, Marketing Cross-Platforms, Well-Being.
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APPLICABLE REMARKS
APPLICABLE REMARKS
- Understanding the 7Ps and their distinct characteristics is essential for achieving marketing success.
- An extended framework of the 7Ps in sport includes cross-platform marketing that aligns with key SDGs related to inclusion, education, well-being, and impactful partnerships.
- Recognising contemporary trends can enable practitioners to address evolving consumer expectations and inform future research.
Type of Study: Review Article |
Subject:
Sport Management and its related branches
Received: 2025/06/23 | Accepted: 2025/09/15
Received: 2025/06/23 | Accepted: 2025/09/15
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