Sports marketing in Australia

This chapter focuses primarily on the country of Australia and provides a unique perspective on a nation that views the sports industry with a high level or passion, professionalism and performance. Australians are exposed to a huge array of sports, both as potential participants and spectators. Sports is, in simple terms, considered an everyday part of life, for almost all Australians. By firstly briefly reviewing the historical development of sports in Australia, this chapter will identify six key sports areas, that whilst not all necessarily unique, provide insights into the growth, popularity and significance of sports in Australia, both as a business and lifestyle. These areas are the functions of government, the impact of major events, the battle between four codes of football, the importance of various individual sports, the role of racing and finally the involvement of sponsors and the media. The chapter includes a brief overview of academic sports marketing outlets and a perspective on the future of sports marketing in Australia.