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Framework for
Strategic Sports
Marketing
HSS 3000/5263
Sport Marketing
Dr. Brian Turner
Contingency Framework
• Originally developed for managers who
wished to be responsive to the complexities
of their organization and the environments
in which they operate
• Useful for sport marketers because …
– Unpredictable and rapidly changing
environments
– No one best way to organize
– organization does not operate in isolation but
interacts with other systems
Elements of the
Contingency Framework
External
Contingencies
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Competition
Legal/Political
Demographics
Technology
Culture
Physical
Environment
• Economy
Strategic
Sports
Marketing
Process
•Planning
•Implementation
•Control
Fit
Fit
Internal
Contingencies
• Vision
• Mission
• Objectives &
Goals
• Strategy
• Culture
Planning Phase
• Understanding consumer’s needs
• Market Selection Decisions
• Marketing Mix Decisions
Implementation Phase
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Organizing the implementation
Leadership and interaction
Resource acquisition and allocation
Coordinating and timing activities
Information management
Control Phase
• Process of measuring results, comparing the
results to the marketing objectives,
communicating the results to the entire
organization, and modifying the plan to
achieve the desired results
• Measuring results