Competitive Assessment of the Marketing Potential of a Sport

Andrey V. Malygin ()
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Andrey V. Malygin: Synergy University

Journal of Modern Competition, 2022, vol. 16, issue 5, 66-83

Abstract: Marketing potential, as a scientific and practical category, is used to determine market opportunities for the development of an organization or product. Its universal nature allows us to explore the problems of improving the efficiency of marketing management in various fields of activity, including sports. The social significance of sports can significantly influence the readiness of specialists to adapt universal marketing strategies and tools to their activities. Relying on economic support from the government, the management of sports organizations and, above all, federations underestimate the market opportunities and marketing potential of their sports. The article discusses the specifics of assessing the marketing potential of a sport based on the analysis of the characteristics of their presence in the markets that make up the modern sports industry. The purpose of the study is to determine market criteria for assessing the marketing potential of a sport, suitable for practical use by sports federations. The author proposes an original methodology for analyzing the marketing potential of sports, taking into account the presence of sports federations in eight key markets: sports events, services, goods, facilities, personnel, as well as in the sports industry infrastructure market, sponsorship and quasi-sports products. In accordance with this, the criteria for evaluating the marketing potential recommended to the management of sports federations are determined.

Keywords: marketing potential; market potential; sports industry; marketing strategy; sports federation; assessment criteria (search for similar items in EconPapers)
Date: 2022
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DOI: 10.37791/2687-0657-2022-16-5-66-83

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