Sport Marketing: Reality and Hope in Jordan

Abstract

Marketing is defined as the key used to achieve the objectives of the sport institution which is providing the market with its  needs . The consumers’ behaviour towards the athletic product leads to what is known as the appearance of the sport marketing . Therefore ,sport marketing started to be as an independent science that has its own identity.  Sport has become an attractive element in the world of globalization . Many elements attract the consumers towards the athletic product more and more as a result of the world of competition between the institutions that get interested in sport as a field of business. This trend gives the priority to  understand the processes of sport production and specialized marketing regarding this field as a mechanism to create a position to the sport product in the Market . Sport marketing in Jordan  has not reached the level of significance yet and the ability to get benefit of the available opportunities regarding sport production is still absent. The problem that Jordan faces in marketing  is that how to market the product and encourage the consumer to buy it. So many plans were proposed to face the competitors and many strategies were  put to meet the consumers’ desires and needs. And as a result , sport sector started to develop rapidly where many specializations appeared looking for who consume them and ask for them.

Keywords : marketing – sport marketing –sport production-Marketing Mix