摘要：The purpose of this paper is to focus on the potential role and use of social marketing for health promotion toinfluence sport management. Social marketing and sport management have profoundly impacted the deliveryand consumption of sport. Sport promotion plays a very important role in supporting the achievement of therecommended levels of physical activity in the Italian population. This paper analyzes the concepts of sportmanagement, social marketing and ultimately attempts to connect the two aspects.
关键词：social marketing; sport management; health promotion;
