STRATEGIC MANAGEMENT IMPACT ON SPORTS ENTREPRENEURSHIP DEVELOPMENT
DOI:
https://doi.org/10.46793/ManagSport17-1.127RKeywords:
sports market, sports industry, sports events, sports media, sports managementAbstract
Strategy is a priority for successful long-term management in any sports organization. Sports entrepreneurship, through sports events management, opens the possibility of developing global economic connectivity by creating media that address the sports public, broadcasting only sports events, focusing on covering various sports as much as possible. Sports market is expanding, where more than 1 billion people make up the consumer population of the global sports market, which is also the population of potential, regular or occasional consumers. The research was conducted using an empirical method on 1,814 participants who regularly follow sports events, aged 18 – 60 years (mean age: 35,24). The study examined the question: “What is more cost-effective: watching sports events live at stadiums or via TV broadcast?” The results indicate that 66.81% of participants preferred live attendance, while 33.19% preferred watching sports events via media broadcast, providing arguments for and against both options. The aim of the study was to determine whether sports fans prefer watching sports events at stadiums or via TV. The range of sports offerings is increasing, while audience can choose both their preferred form of entertainment and mode of consumption.
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