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International sport marketing: practical and future research implications

Vanessa Ratten (Deakin Graduate School of Business, Deakin University, Melbourne, Australia)
Hamish Ratten (Deakin Graduate School of Business, Deakin University, Melbourne, Australia)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 11 October 2011




Sport is a global product and service that many people around the world enjoy playing, watching and participating in. Whilst there has been an abundance of global media attention on sporting events such as the Olympics and World Football Cup, there seems to be a lack of integration between the sports marketing and international business disciplines both from a practical and also academic standpoint. This paper aims to discuss international sport marketing and why it is an important attribute of business‐to‐business marketing.


The aim of the paper is to provide practical implications and research avenues for those seeking to further investigate international sport marketing as a unique area of academic research. The introduction to the paper focuses on the importance of sport to the global economy and how entrepreneurship is ingrained in many sport businesses and organizations. Next, different areas of international business management that relate to entrepreneurial sport marketing ventures are discussed in terms of future research directions and practical implications. These include how entrepreneurial sport ventures affect internationalization, branding, corporate social responsibility, tourism, regional development, marketing and action sports.


The paper concludes by finding that there are numerous research avenues for future research on international sport marketing that combine different areas of marketing together with the sport marketing and international business literature. In addition, there is enormous potential for linking the sports marketing and international business literature through focusing on entrepreneurial sport ventures that occur worldwide.

Research limitations/implications

The authors demonstrate the need to take an international perspective of sports marketing and business‐to‐business relationships.

Practical implications

The paper discusses how and why sport firms interact in the international marketplace and how future competition will benefit from more sport‐based business‐to‐business partnerships.


The paper examines the important area of international sports marketing and how businesses that are both profit and non‐profit orientated collaborate. The paper explores the concept of international sports marketing, and discusses the practical and future research implications of this exciting new field of marketing research.



Ratten, V. and Ratten, H. (2011), "International sport marketing: practical and future research implications", Journal of Business & Industrial Marketing, Vol. 26 No. 8, pp. 614-620.



Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

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