An Investigation of Sport Marketing Competencies

Peter Smolianov
Dr. David Shilbury

This research examined sport marketing competencies considered by 103 professionals to be important for sport marketing administrators. Four job segments within the profession were surveyed and included: sport marketing firms, amateur sport organizations, professional sport organizations, and college athletics. Using a Likert scale, the survey revealed 20 essential sport marketing competencies for the profession. Also investigated were the sources through which the competiences were acquired. The competencies were mostly gained on-the-job (52.2%). A two-choice scale indicated which competencies were performed by the marketers and which competencies were delegated. The respondents delegated 37% of their competencies. Over 70% of the marketers were former sports competitors.