Preliminary communication

Sport-the most powerful promotion tool

Derviš Selhanović ; Zavod za međunarodnu naučnu, prosvjetno-kulturnu i tehničku suradnju Vlade Crne Gore, Odbor za pravne i političke nauke Crnogorske akademije nauka i umjetnosti

Abstract

Internationally recognized sport achievements, supreme sportists, and top
results in world championships and tournaments give added value to a state’s image.
Therefore, young states should develop on the macro-level a marketing management
plan, which will enable bigger investments in sport; this is the best way for developing
the psychosocial conditions for promoting such needed backing. Bigger investments
mean more sportists, more sporting events, more viewers, more results, and, therefore,
more sponsors for sport.
The above conditions are essential for the development of the sport industry,
shopping, and tourism. Top sport results and top athletes are the best promoters of
their countries at the most important sporting events. Recognizable top sportists are
much more valuable in the promotion of a newly established country than even the
most successful diplomat

Keywords

promotion of new state; sport; political marketing; image

Hrčak ID:

41350

URI

https://hrcak.srce.hr/41350

Publication date:

1.3.2007.

Article data in other languages: croatian

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