Document Type

Conference Proceeding

Conference Track

Sport Marketing

Publication Date



Recovery marketing can be defined as the actual or possible regaining, restoration, or improvement of something lost or taken away as a result of a significantly negative situation or event through the transfer of goods and services from producers to consumers. This article seeks to elaborate on the concept of recovery marketing historically and in terms of the sport industry, and how sport marketing efforts can be utilized in various situations to recuperate from negative scenarios. In addition, suggestions will be presented to aid sport marketing professionals in the creation of a recovery marketing plan for their organization.

About the Authors

Dr. Eric C. Schwarz is an Associate Professor of Sport Business at Saint Leo University. He has presented at conferences around the world, and has been published in numerous domestic and international journals. He is the lead author of “Advanced Theory and Practice in Sport Marketing”, published by Butterworth-Heinemann/Elsevier in 2008, and the upcoming book “Sport Facility Operations Management: A Global Perspective”. He received his Ed.D in Sport Management from the United States Sports Academy.

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

Included in

Marketing Commons