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PromoSeven Sports Marketing

Donelda S. McKechnie (University of Wollongong in Dubai, Dubai, United Arab Emirates.)

Emerald Emerging Markets Case Studies

ISSN: 2045-0621

Publication date: 1 January 2011


Subject area

Sport marketing, sponsorship, marketing strategy, event management.

Study level/applicability

Undergraduate and Postgraduate Business and Management.

Case overview

This case discusses sport marketing within an emerging market business environment. PromoSeven Sports Marketing is the focus company. PromoSeven name is synonymous with major events particularly Emirates Airline Rugby 7s and the Olympic Council of Asia. The case highlights the challenges facing sponsorship, event management, sport marketing and PromoSeven's own business strategy after the 2009 economic downturn drew attention to Dubai's financial situation.

Expected learning outcomes

This case can be used to teach sport marketing, sponsorship, event management, and marketing strategy. It can also be used to identify target market segments for sports and the positioning that may appeal to those segments.

Supplementary materials

A teaching note is available on request.



McKechnie, D.S. (2011), "PromoSeven Sports Marketing", Emerald Emerging Markets Case Studies, Vol. 1 No. 1.



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