文章基本信息

标题：Developmental aspects of sponsorship in the sports industry
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作者：Petrić, Marin ; Pepur, Mario
期刊名称：The Proceedings of Zagreb Faculty of Economics and Business
印刷版ISSN：1333-8900
出版年度：2021
卷号：19
期号：1
页码：175-188
DOI：10.22598/zefzg.2021.1.175
语种：English
出版社：Faculty of Economics and Business, University of Zagreb
摘要：The main source of financing of professional sports in the world, in addition to ticket revenues and broadcasting revenues, are sponsorship revenues. Contrary to the prevailing opinion, sponsorship is today extremely important for all stakeholders who must be fully involved in the process. Companies use the popularity of sports to promote their business and, on the other hand, money from sponsors becomes key to the development and viability of professional sports. Although the importance of sponsorship in sport has been growing, there is only limited research on it in the marketing literature, especially the domestic one. Therefore, this article focuses on a theoretical overview of various types of sport sponsorship and elaborates the issue of the commercial relationship itself. The level to which the sponsor's target market segment on the one hand and the participants at a sports event and fans of a sports club and / or player on the other fit is extremely important for the sponsorship's commercial success. This empirical research can be useful to lawmakers and managers as it provides them with an insight into the different possibilities of applying this strategic marketing tool to successfully implement sponsorship in sports.
关键词：sports marketing; sponsorship; sports industry