Retro marketing has become a staple in sport marketing practices. Teams and leagues are attempting to connect their fans to the past in a magnitude of ways. Despite the influx of retro marketing in sport, there has been no examination of it to date. This study examined the various usages of retro marketing in sport and through an inductive approach created a framework that categorized and broadly defined each usage. The five practical areas of retro marketing in sport were constructed: imagery, merchandising, venue, gameday promotions, and advertising. The authors shaped and framed retro marketing in sport through these five dimensions, as they encompassed the retro marketing practices examined and are often relied upon marketing elements. Further, the authors suggest multiple avenues for future research on this topic, including understanding a sport organization’s usage of these practices and the impact they have on sport consumers.

中文翻译：

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体育复古营销的概念框架

复古营销已成为体育营销实践的主要内容。球队和联盟正在尝试以多种方式将其粉丝与过去联系起来。尽管复古营销大量涌入体育运动，但迄今为止尚未对其进行检查。这项研究研究了体育中复古营销的各种用法，并通过归纳法创建了一个框架，对每种用法进行了分类和广泛定义。构建了体育复古营销的五个实用领域：图像，销售，场地，比赛日促销和广告。作者通过这五个维度来塑造和构筑体育复古营销，因为它们涵盖了所研究的复古营销实践，并且经常依赖于营销要素。此外，作者为该主题的未来研究提出了多种途径，