I found this article from Business Source Premier.
THE MERGING OF MARKETING AND SPORTS: A CASE STUDY. By: Marber, Allen; Wellen, Paul; Posluszny, Susan. Marketing Management Journal, Spring2005, Vol. 15 Issue 1, p162-171, 10p.
The New York Yankees are a perfect example of the merging of marketing and professional sports. But why are the Yankees such a financial and secular success? Why does this team generate more revenue from ticket sales, merchandising, advertising and other sources than any other American sports franchise? Indeed, the Yankees, whether wittingly or unwittingly, appear to be a perfect example of effective marketing management. This paper examines how the Yankees, and their principal owner George Steinbrenner, utilized the 4Ps and, as a result, developed a highly successful global marketing program.