First we will explain what is often called a ‘paradigm shift’ in marketing: the

changing focus from transactional marketing to relationship marketing.

Next we will present different characterizations of relationship marketing

and propose a definition of relationship marketing in the context of sports.

Then we will show how to create value for the organisation with relation-

ship marketing. Further the main instruments of relationship marketing

will be introduced in general and transferred to the sports context. Finally

we will discuss the advantages and limitations of relationship marketing

both from the organisation’s and the customer’s perspectives. Various real

life case studies will be used to illustrate the principles of relationship