Strategic brand management in and through sport

Within the extended academic literature on strategic marketing, brand management appears to be high agenda of scholars in past seven decades. Despite continuous enquiry over these years, way which a can or should managed manner still attract academics’ and practitioners’ interest, with novel often unexpected ideas practices emerging. Among these, within sport through it remains unique area for further enquiry, one that is bound yield interesting insights due social, political, geographical, cultural, historical peculiarities sport, granting natural ‘marketing’ advantage. This article explores evolution management, its manifestation potential future directions beyond ever-developing ecosystem.