Promoting Within Sport: An Exploration of Creativity in Traditional, Extreme and Esports Contexts

Abstract

The role of creativity in marketing has great importance. In this chapter, the authors discuss the role of creativity in the sports context. The authors discuss creativity and then move onto the various contexts in sports that could be covered. This looks at the worlds of traditional and extreme sports along with a brief exploration of the burgeoning area of esports. The authors then draw from some creative principles that are worth keeping in mind before moving onto future areas that could be covered. The authors hope that this will be useful for practitioners and researchers who are interested in not just creativity, but also the exciting opportunities in sports. In short, the authors hope this provides inspiration for those wishing to explore these areas further. Creativity is a powerful thing, and sport is an area full of potential. As such, the authors believe that these two are a pairing worth exploring more.

Citation

Devereux, L., Raggiotto, F., Scarpi, D. and Moretti, A. (2021), "Promoting Within Sport: An Exploration of Creativity in Traditional, Extreme and Esports Contexts", Pantano, E. (Ed.) Creativity and Marketing: The Fuel for Success, Emerald Publishing Limited, Leeds, pp. 19-32. https://doi.org/10.1108/978-1-80071-330-720211002