Final answer:
Sports marketing has become more complex in recent years due to shifts in technology and globalization, the commercialization of sports, and the strong community and cultural connections that sports create.
Step-by-step explanation:
One of the major reasons that sports marketing has become more complex in recent years is due to the shifts in technology and globalization. With the development of the internet and improved communication technologies, consumers can now order products and services from anywhere in the world. This has increased competition for local retail businesses and expanded the market for sports marketing globally.
Another factor contributing to the complexity of sports marketing is the commercialization of sports. Professional athletes have become more financially successful and have attracted a global audience. This has created more opportunities for sponsors and marketers to reach a larger consumer base. Additionally, the sense of community and tribal affiliation associated with supporting sports teams has made sports a significant part of people's lives, increasing the demand for sports marketing.
In summary, the complex nature of sports marketing in recent years can be attributed to the shifts in technology and globalization, the commercialization of sports, and the strong community and cultural connections that sports create.