INTEGRATION OF MARKETING AND FINANSCIAL SUSTANABILITY IN THE MANAGEMENT OF SPORTS ASSOCIATIONS: EXPLORATORY CASE STUDY
DOI:
https://doi.org/10.46793/ManagSport17-1.050AKeywords:
financial sustainability, marketing strategies, sports associations, comparative analysis, liquidity, profitabilityAbstract
The aim of this paper is to analyze the financial sustainability and marketing strategies of sports associations in Belgrade, with a particular focus on the differences among various types of associations. The research includes four associations: the Sports Association of Belgrade, the Sports Association of Persons with Disabilities of Belgrade, the Belgrade Association for Preschool Sports and Physical Education, and the Belgrade Athletics Association. Primary data were collected from financial reports available through the Serbian Business Registers Agency (APR), while marketing activities were analyzed using secondary sources and available promotional materials. The methodological approach includes ratio analysis of liquidity and profitability, comparative analysis of marketing practices, and assessment of their interrelation. The results indicate significant differences in financial stability and the level of development of marketing strategies among the associations, with those having greater financial capacity demonstrating a more structured marketing approach. The paper contributes to a better understanding of the challenges and perspectives in financial and marketing management of sports associations, emphasizing the importance of an integrated approach for long-term sustainability and organizational recognition.
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