A FRAMEWORK FOR THE DEVELOPMENT OF INTERNATIONAL MARKETING IN SPORT

Boris Milovic and Maksim Vojvodic
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Boris Milovic: University "Union-Nikola Tesla" Belgrade, Serbia
Maksim Vojvodic: University of Belgrade, Serbia

Management and Marketing Journal, 2021, vol. XIX, issue 1, 82-97

Abstract: Sport is a global product which many people worldwide enjoy playing, watching, and participating in. Besides good media coverage of sports events (Olympic Games, tennis tournaments, world football championships), there is an ample space to integrate international business disciplines and sports marketing from a practical and academic perspective. This paper aims to explain global sports marketing and what the preconditions are for its further development. Emphasis is placed on the relationship between sport and the development of the economy. More specifically, entrepreneurship at the domestic and global level. Various international business management areas related to sports marketing have been considered a framework for further research. The significance of international sports marketing, among other things, is reflected in its: internationalization, branding, corporate social responsibility, technology development, tourism, and regional development.

Keywords: sport; sports marketing; international marketing entrepreneurship; promotion (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2021
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