文章基本信息

标题：Key Elements of Sports Marketing Activities for Sports Events
本地全文：下载
作者：Edson Coutinho da Silva ; Alexandre Luzzi Las Casas
期刊名称：International Journal of Business Administration
印刷版ISSN：1923-4007
电子版ISSN：1923-4015
出版年度：2020
卷号：11
期号：1
页码：11-21
DOI：10.5430/ijba.v11n1p11
出版社：Sciedu Press
摘要：Sports marketing activities comprise people, activities, business and organisation in producing, facilitating, promoting or organising any product (as goods, services and events) for a demand of sports supporters. This theoretical paper aims to introduce and discuss the sports scheme, sports marketing mix, and sports supporters as three key elements which the sports teams need to focus on to implement sports marketing activities in sports events. By and large, sports teams have been implemented marketing principles as well as sponsorships to qualify a sports events as experience and entertainment focus on the supporters (as customers). Sports scheme refers to actors’ network, marketing tools represents the tools to plan and perform marketing activities and supporters are those who support and purchase club goods. Thus, all of them are key relevant elements to organise a sports event (as a game or match). The professionalism of the sports events has required use the sports and non-sports stakeholders' skill to help sports teams to design and provide a sports experience and amusement by means sports marketing tools to format a suitable product and service to a supporter’s audience..
关键词：sports marketing; sports supporters; sports scheme; sports teams; sports business