Sports marketing refers to the process of promoting and advertising sports events, teams, athletes, and related products or services. It encompasses various strategies and tactics used to engage fans and consumers, enhance brand awareness, and drive sales within the sports industry. Sports marketing involves sponsorship agreements, endorsements, merchandise sales, and social media campaigns aimed at leveraging the popularity of sports to create value for businesses and organizations. It also includes the promotion of sports events and the arrangement of promotional activities that connect fans with their favorite sports entities, creating emotional and experiential connections.