Sport is a distinct enterprise. It cannot be marketed like soap or tax advise. A sport marketer is asked to market a product that is unpredictable, inconsistent, and open to subjective interpretation. The marketer must undertake this task in a highly competitive marketplace with a mush lower promotional budget than those of similarly sized organizations in other industries. Finally, the sport marketer must do all this with only limited direct control over the product mix. On the bright side, the media are anxious to give wide exposure to the general product, and many opportunities exist to generate revenue through associations with business and industry.