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Vol 9 (2) 2021

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MARKETING STRATEGY OF THE SPORTS ORGANIZATION - THE POSSIBILITY OF INCREASING REVENUES AND FINDING NEW SOURCES OF FUNDING (0.36 Mb, pdf) Read
Authors:
Gorelikov Valery Afanasevich
Keywords:
sports marketing
marketing strategy
marketing products
sports organization
Annotation:

Purpose of research is to identify opportunities for sports organizations to increase their revenues by developing a marketing strategy. 

Methods and organization of the research. The main methods used in this research are the study of theoretical research in the field of marketing strategies, content analysis and analysis of practical cases of various sports organizations. The sources of information were reporting and analytical materials, interviews of specialists and marketers in the field of marketing planning, literary sources, articles on work with marketing products of sports federations, leagues and clubs, websites of these organizations.

Research results. As a result of the analysis of literary sources, research of international and Russian market of sports events and organizations, the main marketing products and opportunities for sports organizations to increase revenues by developing their marketing strategies were identified. 

Conclusion. The marketing strategy of a sports organization is a market necessity to maintain its position and an opportunity for sustainable development in the sports industry. Understanding these needs and opportunities will help Russian sports organizations create new sources of funding and more effectively realize the potential of existing opportunities.

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