Sport-event tourism is defined and examined through a model of the supply-demand system. Key global trends and issues related to sport-event tourism are discussed, leading to research implications for sport marketers. It is argued that a more comprehensive, systematic research effort is needed to answer key questions such as who is the sport-event tourist, how do various stakeholders value sport-events, what are the potential impacts of sport-events, and how can they be managed? Sport marketers can contribute through traditional marketing research, such as visitor profiles and market surveys, and nontraditional methods, such as developing accountability measures and tools and participating in impact assessments as part of a professional team.