As defined within the literature
Jamie Benn Stars Jersey , sports marketing represents those activities intended to meet the needs and wants of sports consumers through exchange processes (Mullin, Hardy & Sutton, 2000, p. 5). Quick, Shilbury and Westerbeek (2003) clarified that sports marketing is a social and managerial process within sports by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. As such, as noted by Quick et al., the identification of consumer needs and wants is a critical aspect of the marketer's role, with marketing strategies based on known consumer needs.
