In the article, the author provides his expertise on sport marketing. Having been a professor in sport management for nearly two decades, the author has experienced the evolution of the field, struggles with definition and place, creation and development of the body of knowledge, and the evolution of sport marketing education. As sport management and, in particular, sport marketing have grown, the combination of education, based on its developing relevant theory and fundamentals, and experience in practice appears to be an appropriate instructional methodology for the education and preparation of sport marketing students-those soon-to-be professionals who will work in a highly complex and competitive multibillion dollar sport business industry. Therefore, this paper provides a brief overview of the historical evolution of sport marketing education, an example of a sport marketing course design, and a perspective of the future of sport marketing practice and education. According to the author, sport marketing is one of several specialized areas in sport management. It is developing into its own field of study, and there is still much room for continued growth and evolution.