MARKETING PLAN 2
1. Athletes drink Gatorade: DMA advertising expenditures, ad recall, and athletic Identity
influence energy and sports drink consumption (See Appendix A).
Ellithorpe, M. E., Bleakley, A., Hennessy, M., Jordan, A., Stevens, R., & Maloney, E.
(2022). Athletes drink Gatorade: DMA advertising expenditures, ad recall, and
athletic Identity influence energy and sports drink consumption. Health
Communication, 38(13), 3031–3039. https://doi.org/10.1080/10410236.2022.2131971
2. Effects of athletic performance and marketable lifestyle on consumers’ engagement with
sport celebrity’s social media and their endorsements.
Ferreira, A. G., Crespo, C. F., & Mendes, C. (2021). Effects of athletic performance and
marketable lifestyle on consumers’ engagement with sport celebrity’s social media
and their endorsements. International Journal of Sports Marketing and Sponsorship,
23(2), 259–277. https://doi.org/10.1108/ijsms-12-2020-0211
3. Transforming sport consumption: exploring motivated sport fans innovativeness in the
context of AR live sport streaming.
Kim, S., & Manoli, A. E. (2024). Transforming sport consumption: exploring motivated
sport fans innovativeness in the context of AR live sport streaming. International
Journal of Sports Marketing and Sponsorship, 25(2), 444–463.
https://doi.org/10.1108/ijsms-09-2023-0180
4. Social Media as a Personal Branding Tool: A Qualitative Study of Student-Athletes’
Perceptions and Behaviors.
Park, J., Williams, A., & Son, S. (2020). Social Media as a Personal Branding Tool: A
Qualitative Study of Student-Athletes’ Perceptions and Behaviors. Journal of Athlete
Development and Experience, 2(1). https://doi.org/10.25035/jade.02.01.04
MARKETING PLAN 3
5. The role of culture in using social media in sport: the case of Australian and Singaporean
elite sportswomen
Sotiriadou, P., Brokmann, L., & Doyle, J. (2023). The role of culture in using social media in
sport: the case of Australian and Singaporean elite sportswomen. International
Journal of Sport Communication, 16(2), 147–158. https://doi.org/10.1123/ijsc.2022-
0163
6. Exploring the Role of Social Media Communications in the Success of Professional
Sports Leagues: An Emerging Market Perspective.
Trivedi, J., Soni, S., & Kishore, A. (2021). Exploring the Role of Social Media
Communications in the Success of Professional Sports Leagues: An Emerging Market
Perspective. Journal of Promotion Management, 27(2), 306–331.
https://doi.org/10.1080/10496491.2020.1829774
7. Concussion: a Social-Marketing intervention and Concussion-Reporting beliefs.
Warmath, D., Winterstein, A. P., National Athletic Trainers’ Association, Inc, Department of
Financial Planning, Housing, and Consumer Economics, College of Family and
Consumer Sciences, University of Georgia, Athens, & Department of Kinesiology,
University of Wisconsin–Madison. (2020). Concussion: a Social-Marketing
intervention and Concussion-Reporting beliefs. In Journal of Athletic Training (Vol.
55, Issue 10, pp. 1035–1045). https://doi.org/10.4085/1062-6050-242-19
MARKETING PLAN 4
References
Ellithorpe, M. E., Bleakley, A., Hennessy, M., Jordan, A., Stevens, R., & Maloney, E. (2022).
Athletes drink Gatorade: DMA advertising expenditures, ad recall, and athletic Identity
influence energy and sports drink consumption. Health Communication, 38(13), 3031–
3039. https://doi.org/10.1080/10410236.2022.2131971
Ferreira, A. G., Crespo, C. F., & Mendes, C. (2021). Effects of athletic performance and
marketable lifestyle on consumers’ engagement with sport celebrity’s social media and
their endorsements. International Journal of Sports Marketing and Sponsorship, 23(2),
259–277. https://doi.org/10.1108/ijsms-12-2020-0211
Kim, S., & Manoli, A. E. (2024). Transforming sport consumption: exploring motivated sport
fans innovativeness in the context of AR live sport streaming. International Journal of
Sports Marketing and Sponsorship, 25(2), 444–463. https://doi.org/10.1108/ijsms-09-
2023-0180
Park, J., Williams, A., & Son, S. (2020). Social Media as a Personal Branding Tool: A
Qualitative Study of Student-Athletes’ Perceptions and Behaviors. Journal of Athlete
Development and Experience, 2(1). https://doi.org/10.25035/jade.02.01.04
Sotiriadou, P., Brokmann, L., & Doyle, J. (2023). The role of culture in using social media in
sport: the case of Australian and Singaporean elite sportswomen. International Journal of
Sport Communication, 16(2), 147–158. https://doi.org/10.1123/ijsc.2022-0163
Trivedi, J., Soni, S., & Kishore, A. (2021). Exploring the Role of Social Media Communications
in the Success of Professional Sports Leagues: An Emerging Market Perspective. Journal
of Promotion Management, 27(2), 306–331.
https://doi.org/10.1080/10496491.2020.1829774
MARKETING PLAN 5
Warmath, D., Winterstein, A. P., National Athletic Trainers’ Association, Inc, Department of
Financial Planning, Housing, and Consumer Economics, College of Family and
Consumer Sciences, University of Georgia, Athens, & Department of Kinesiology,
University of Wisconsin–Madison. (2020). Concussion: a Social-Marketing intervention
and Concussion-Reporting beliefs. In Journal of Athletic Training (Vol. 55, Issue 10, pp.
1035–1045). https://doi.org/10.4085/1062-6050-242-19
MARKETING PLAN 6
Appendix A
This appendix takes a deeper look at various areas of sports marketing. These areas
involve the range of promoting the sport, the athlete, a product, and even a team through the lens
of social media and other forms of advertising. This is all done to help promote a brand, whether
it be the athlete or the organization, on a more global scale. One of the keys to success in sports,
is the ability to to market and be marketable.
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