National Versus Regional Sports Marketing: An Interpretation of 'Think Globally, Act Locally'

Abstract

Few would question that one of the most significant determinants of growth in the sport industry — from a sport management, marketing, and sponsorship perspective — has been the inf luence of globalization. Product expansion and communication messages have targeted the 'global consumer,' and the recognition of a 'global brand' has come to epitomize successful sport marketing. Or, has it? Although global management practices present the possibility of expanded consumer markets, a number of marketing strategists have recently begun to question the use of standardized global marketing campaigns that lack national or regional distinctiveness. At issue, is the positioning of 'regionalism' within global sport marketing strategies. This paper will investigate the role of 'regionalism' in sport marketing through; a) an examination of the regional sport marketing strategy of a leading Canadian all-sports television cable network (Rogers Sportsnet) that targets four distinct regions across Canada, and b) a survey of Canadian Generation Y youth sport participation and spectatorship trends across four regions. Implications for regional positioning within sport marketing strategies will also be discussed.

Citation

Bradish, C.L., Stevens, J.A. and Lathrop, A.H. (2003), "National Versus Regional Sports Marketing: An Interpretation of 'Think Globally, Act Locally'", International Journal of Sports Marketing and Sponsorship, Vol. 5 No. 3, pp. 37-53. https://doi.org/10.1108/IJSMS-05-03-2003-B004