Sport marketing refers to the spe- cific application of marketing principles to sport products(e.g., teams,leagues,events,etc.)to- gether with the marketing of non-sports products(e.g.,cigarettes,beer,long- distance phone service,etc.)through as- sociations with various sports. The explosive growth of sports marketing occurred at the 1984 Summer Olympics in Los Angeles,when corporate sponsors used the Games as a platform to market their brands.Coca-Cola,for ex- Sport marketing refers to the spe cific application of marketing principles to sport products (eg, teams, leagues, events, etc.) to gether with the marketing of non-sports products (eg, cigarettes, beer, long- distance phone service The explosive growth of sports marketing occurred at the 1984 Summer Olympics in Los Angeles, when corporate sponsors used the Games as a platform to market their brands. Coca-Cola, for ex-