Marketing Plan Addressed for sports events
DOI:
https://doi.org/10.6008/CBPC2179-684X.2021.003.0004Keywords:
Sports Marketing Plan, Sports Clubs, Sporting EventsAbstract
This theoretical essay aims to depict a model as well as an alternative structure of a sports marketing plan so that sports marketing professionals can plan, implement, and control marketing strategies at sporting events focused on fan-customers. The proposed marketing planning model is addressed to three macro-dimensions: understanding the situation, objectives and target audience, and a marketing mix for sporting events. The study qualifies the marketing as a function in the club's business, positioning sport as an event, a spectacle, or an experience to the fans, the 9 Ps - drawing the attention to 'P' of Physical -, and the dependence on stakeholders (sports and non-sports) for ensuring of sporting events. This study introduces a process flow for planning a sports marketing plan based on fan perspective, and a theoretical model that presents, at the end of the trial, the interactions, and connections among the components of the plan.
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