Relationship marketing in Australian professional sport

an extension of the Shani framework

Constantino Stavros, Nigel K. Ll. Pope, Hume Winzar

Research output: Contribution to journalArticle


The value and benefits of relationship marketing to sport practitioners have been observed in the literature for more than a decade. In spite of this, little empirical research has been reported to examine the uptake of this approach or the means by which it is implemented. This paper reports the findings of qualitative, case study research into the uptake and application of relationship marketing principles by sport organizations. The findings are couched in terms of the Shani model, which is extended into an Australian context. Results indicate that while practitioners are cognizant of the workings of relationship marketing, there is some reluctance to embrace and apply these principles.
Original languageEnglish
Pages (from-to)135-145
Number of pages11
JournalSport marketing quarterly
Issue number3
Publication statusPublished - 2008
Externally publishedYes

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