Sports Marketing in a Recession: It's a Brand New Game

Abstract

The North American professional team sports industry has long been thought of as recessionproof or recession-resistant. Like the brewing industry, pundits have suggested the average consumer will forego certain discretionary income purchases but not relinquish "basic needs" . This paper raises questions about the viability of that logic by suggesting the economic conditions of sport in America in 2002 will be unlike any sport marketers have seen in the last 30 years. Fundamental to this review is a clear understanding of recession economies, the financial foundations of contemporary American spectator sports and how sport marketers may need to change their short-term marketing strategies.

Citation

Howard, D. and Burton, R. (2002), "Sports Marketing in a Recession: It's a Brand New Game", International Journal of Sports Marketing and Sponsorship, Vol. 4 No. 1, pp. 13-30. https://doi.org/10.1108/IJSMS-04-01-2002-B004