Abstract
This chapter explores the unique, yet often overlooked, relationship between sport, culture, and advertising as a part of wider promotional culture. Specifically, this chapter first outlines some key issues related to the social and economic impact of advertising on society. This includes a basic understanding of how and why advertising emerged as an industry, along with highlighting some of the unique features of sport that make it an attractive theme or vehicle within the broader realm of promotional culture. Second, the chapter examines some of the common theoretical approaches used within advertising theory and, in turn, offers the circuit of culture as one framework for understanding the complex interrelationships between production, representation, consumption, and regulation of commodities. Third, the analysis examines a few key debates related to sport, advertising, and consumer culture, followed by a brief conclusion.