Sport Marketing comprises every marketing activity on the sports market. At that, the targeted audience or the advertised product are often not even related to sports. Sports are used as a way of "transportation" for the intended advertising message. IBM for example, is using effective sport marketing in the tennis world to demonstrate the technical superiority of their products. (IBM sponsors the "Hawk-Eye", which is able to show whether or not a ball was out of bounds or not).
Sport Marketing often includes at least one form of a sport-sponsorship. However, the term goes far beyond the pure realization of a sponsorship and includes the whole advertising-campaign as well.
The most succesful Sport Marketing-Agency in Germany is Jung von Matt/sports, who are an associate of Sponsoo.