SPORTS SPONSORSHIP IN THE FUNCTION OF MARKETING AND BRAND BUILDING
Ključne reči:
sponsorship, sports marketing, brand, sports industryApstrakt
The link between sports industry and marketing is inevitable. Athletes and
companies that have activities related to sports and achieve top results on the
sports field, must have an image that attracts the public. It is the image that is
the foundation of business success. In other words, any significant sport
result could be financially evaluated. The more the athlete is successful, the
more the marketing is demanding.
In economic terms, sport has become a respected promotional channel of big
companies, at the same time. Sports sponsorship is a marketing tool that is
frequently used by companies to reach a wide audience on a global basis so
as to be placed higher than their competitors, to create awareness as well as
make a higher profit margin. Nowadays, the value of marketing - business
investment is measured in thousands of billions of dollars.
The objective of this paper is to explain the importance of the connection
between sports and the athletes in advertising, also their maximum utilization
for the purpose of presenting the certain products, as well as athlete’s
personal name and work itself, for the purpose of obtaining large financial
gains.
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