Review article
https://doi.org/10.22598/zefzg.2021.1.175
Developmental aspects of sponsorship in the sports industry
Marin Petrić
orcid.org/0000-0003-1818-6504
Mario Pepur
orcid.org/0000-0001-7564-5442
; Faculty of Economics, Business and Tourism, University of Split
Abstract
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.
Keywords
sports marketing; sponsorship; sports industry
Hrčak ID:
260669
URI
Publication date:
19.7.2021.
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