Marketing Otherwise in Sports: Exploring the Communicative Intersection of Marketing and Sustainability within Limits

In this historical moment, from a standpoint of communication and marketing in a time of economic uncertainty, the ongoing survival of the organization is at stake. The fundamental question that is of importance to this work is how the notion of sustainability unites with communication and marketing. This work sets out to advance sustainability as a responsive element of integrated marketing communication that supports relationship marketing as a means for growing and sustaining professional sports organizations. This is done conceptually through the lens of the marketplace, considering professional sports teams as embedded agents. The sport industry was selected based on its relative impact, including size and importance in the marketplace. This work examines marketing from a macro level rather than a micro (technique-driven, formulaic) level, privileging responsiveness rather than prescribing. It does not proclaim sustainability as the prescription for all that ails marketing, but o