Case analysis-based key learnings for organizations considering sports marketing as a public relations strategy

The purpose of this thesis is to take a look at the burgeoning industry of sports marketing. It discusses the trends of the industry, the future of the industry, and the potential problems one should be aware of when considering the use of sports marketing. The thesis also compares the effectiveness of sports marketing versus that of advertising. It explores different types of measurements/evaluations used to determine the success of a sports marketing campaign; this was done by means of personal interviews and surveys with professionals in the industry, as well as research done through various public relations and sports marketing resources. Finally, the thesis provides a "do's and don'ts" checklist which could be used by anyone who would consider using sports marketing as a tool for their company and/or product.