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When Worlds Collide: The Interface Between Sport Marketing and Industrial Relations

For any organisation, internal conflict may arise due to the priorities and perspectives of different business functions. In professional sport, this conflict can led to an 'imposition of the core sporting product', if revenue-maximising initiatives of the marketing department have negative implications for the physical fitness or health and safety of the athletes. This conflict is often evident in the terms of collective bargaining agreements between clubs or leagues and the athletes (or their unions), without whom there is no sporting contest.