The specifics of promoting sports events as an object of a marketing complex
The authors discuss some key differences between sports marketing, which focuses on sports facilities, and marketing in sports, which uses sports events as an environment for finding new customers and promoting traditional brands. The tasks of each direction are defined by segments of the sports market (sports organizations, goods for sports tourism, exercise equipment, equipment and clothing, sports events). The attention is focused on a sports event as an object of marketing, the expediency of using the 7P model for the development of a marketing package is justified. An attributive model of a sports event is proposed, including such attributes as the goal, time, venue, participants and actions, each of which is considered in detail. The assessment of promising directions for the promotion of a sports event is given from the standpoint of using all the attributes of the proposed model. Recommendations are given, taking into account the specifics of a sports event, for developing a promotion strategy.
Furenko, A. A., Katin, G. A. (2021), “The specifics of promoting sports events as an object of a marketing complex”, Research Result. Business and Service Tech-nologies, vol. 7, 4, pp. 78-88, DOI: 10.18413/2408-9346-2021-7-4-0-7
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