Corporate Goals of Sponsorship in Sports

Ratković, Milijanka

doi:10.58984/smb2301027r

Cited by 6 publications

(1 citation statement)

References 38 publications

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“…The latest initiative of the World Health Organization to include physical activity among domestic priorities is currently of great importance, aiming to combat the global increase in non-communicable diseases in both developed and developing countries. This represents a new challenge and a significant opportunity for the sports movement as a whole, particularly in terms of making sports accessible to everyone (Ratković, 2023). There are numerous reasons supporting engagement in sports.…”

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confidence: 99%

Promotion of Sports and Fitness Through Health in Serbia

Mihic,

Dašić,

Bogdanova

2023

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The modern consumer, today, is faced with an increasing amount of leisure time and a rising standard of living. These factors contribute to the emergence of a need for services, especially those that enhance health, increase vitality, and promise a long and quality life. Sport is one such activity. In this work presented to the scientific reading audience, we aim to showcase conducted research that discusses the impact of an increased standard of living on the growing demand for fitness center services. Additionally, we wanted to illustrate the majority of factors influencing users' choices for specific fitness centers. The research also examined all other relevant factors affecting the decision-making process that are not directly related to sports. The study involved 176 participants, and data analysis was performed using IBM SPSS software. Descriptive statistics were used to describe patterns, independent samples t-test, oneway analysis of variance (ANOVA), and the HI-square test were employed to examine differences between groups, and Pearson's correlation analysis was conducted to explore the relationships between variables.

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Section: Introductionmentioning

confidence: 99%

Promotion of Sports and Fitness Through Health in Serbia

Mihic,

Dašić,

Bogdanova

2023

smb

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Strategy and Strategic Planning of Tourist and Sport Events

Milačić

2024

SMB

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To successfully manage the development of organizations, economic branches, and sectors, special programs, and development solutions, which are called strategies, are often created. The strategy usually means different programs and efforts to anticipate possible threats and influences from the environment that impact the development of the system, as well as potential actions and responses to the challenges of changes that arise in the system or organization itself. At the level of the national economy and individual sectors, national strategies of economic development and programs containing responses to challenges and limitations, as well as ways to adapt to those challenges, are drawn up, so that all development potentials are used. Tourism and sports events as complex systems and as systems that establish numerous connections with the overall economic and social environment represent an area that is difficult to manage without a specially developed development strategy that is why special strategies for their development are adopted. Tourism and sports are interrelated and complementary. Sports – as a professional, amateur or leisure activity – involves a considerable amount of traveling to play and compete in different destinations and countries. Major sporting events have become powerful tourism attractions in themselves – making a very positive contribution to the tourism image of the host destination.

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Analysis of the Most Successful Marketing Campaigns in Sports and Their Impact on Sports Organizations

Gavrilović

2024

SMB

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This paper explores key marketing strategies that have led to success in sports organizations worldwide. The focus is on analyzing the most successful marketing campaigns in sports, examining their fundamental elements and effects on branding, audience engagement, financial results, and social influence. Through thorough literature review and case studies, examples of sports campaigns that have become icons in the world of marketing have been identified. These examples span various sports disciplines and formats, from global sporting events like the Olympics to local sports teams. The analysis will focus on branding strategies, social media usage, sponsorships, as well as innovative approaches in audience interaction. Special emphasis will be placed on measurable outcomes of these campaigns, including increased fan base, sponsorship revenue, ticket and merchandise sales, and impact on social awareness and engagement. By analyzing the success data of these campaigns, the study explores how marketing strategies have influenced the transformation of sports organizations and the development of sports marketing as a key factor in sports business. Through this study, the aim is to provide deeper insights into how sports organizations can effectively use marketing strategies to achieve their goals, increase revenue, and build lasting relationships with their audience. These insights will be valuable for sports organization managers, marketing professionals, and anyone interested in sports business and marketing.

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Corporate Goals of Sponsorship in Sports

Cited by 6 publications

References 38 publications

Promotion of Sports and Fitness Through Health in Serbia

Promotion of Sports and Fitness Through Health in Serbia

Strategy and Strategic Planning of Tourist and Sport Events

Analysis of the Most Successful Marketing Campaigns in Sports and Their Impact on Sports Organizations

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