The reciprocal and influential connection between sport marketing and management and the sport sciences

Abstract

Sport marketing and management have become significant professions within the global landscape of the sport and business industry. Sport marketing and management have had a historical association with the sport sciences; however, there has been a trend to change the focus towards a business orientation at both the educational and professional levels. Does that mean sport marketing and management are no longer important to the sport sciences? The author seeks to answer that question by researching the biophysical, psychosocial and sociocultural domains of sport science to determine whether each domain plays an integral role in sport marketing and management while also enhancing the ability of sport scientists to advance their fields of study. The research shows that, because of the hybrid nature of sport management, there is a need for cross-disciplinary education in sport sciences and sport marketing and management. This requires educators to recognise that interdisciplinary dialogue between sport studies and management needs to take place to assure the future growth of the profession across disciplines. In addition, there is a need for various elements within the professions of sport marketing, sport management and sport sciences to build effective and efficient relationships, collaborations and cooperative efforts.