It's baby boomers coming of age and discovering they like their body too much to abuse it. The growth of such communications media as cable television and satellite broadcasting has led to the explosion of sports on a worldwide level. When sports are available around the clock, from a number of sources, the interest in sports in general can't help but grow. When they have an opportunity to gain knowledge and find out more about other opportunities, they create a demand for it. This exposure and appeal make sports a good promotional vehicle.
Sports is a very approachable product.
It's still challenging, but it allows you to be more generic in your approach. Although some companies get involved in sports marketing because the CEO is a golf fanatic, or the company feels some tenuous tie to a local sports team, Lupton believes a successful sports marketing application is tied into sound business practices, and not the chance to hang out with jocks. The thrill of the involvement often outweighs any measurable return on money invested. It's such a new business that many of the measurement tools aren't there. The successful sports marketer sets up their program so they're getting a measurable return.