Sports Marketing Plan: An Alternative Framework for Sports Club

Edson Coutinho da Silva and Alexandre Luzzi Las Casas

International Journal of Marketing Studies, 2017, vol. 9, issue 4, 15-28

Abstract: The principles and tools of Sports Marketing represent the essential knowledge sports marketers require to a sports club develop strategies of events, matches and activities focused on customer-fans. However, for developing them, it is necessary a framework of Sports Marketing which comprises an arrange of processes for putting on practice the conception of marketing-oriented to customer-fans¡¯ needs. This paper aims to introduce an alternative Sports Marketing plan framework for sports marketers to plan, carry out as well as implement marketing strategies to create customer-fan-orientation philosophy of sports club. This study is part of a project which will provide some other empirical papers which will introduce the Sports Marketing principles on the perspectives of sports club from Sao Paulo, Brazil. This Sports Marketing Plan framework comprises three dimensions: (i) diagnosis of the situation, (ii) goals and fan¡¯s audience and (iii) Sports Marketing mix. The idea of producing this paper is orienting sport managers as well as Sports Marketing which studying, applying and researching this subject of improving the strategies for the planning, carrying out and assessing the Sports Marketing strategies and, also, for assisting sports clubs to professionalise its business management and improve its exchange process with their customer fans.

Keywords: sports marketing plan; sports marketing strategies; marketing of product (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:ibn:ijmsjn:v:9:y:2017:i:4:p:15-28

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