Sports Talk and the Development of Marketing Relationships

Lynn R. Kahle
Mark Elton
Kenneth M. Kamabra

Agents seeking to establish relationships often use sports talk as an interpersonal strategy. Sports talk encompasses any conversation about sports and sports-related phenomena. This article discusses some of the factors regarding how and why sports talk can help establish relationships. Sports talk is a good conversation topic because sport has a wide following, community ties, drama, diverse themes, and relative innocence. It can help establish norms, conflict-resolution processes, gender roles, other roles, and self-presentation. Some businesses have institutionalized sports talk.