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Ανάλυση αθλητικού μάρκετινγκ σε ερασιτεχνικά σωματεία. Μελέτη περίπτωσης

Polytidis Efthymios

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Summary

This study concerned the researching of whether it is possible to develop sports marketing in not a professional football clubs (case study concerning the Union of Football Associations of Chania -UFACH-) in terms and framework of scientific research, as well as the researching of whether it is possible for sports marketing to contribute to the survival of not a professional football clubs. The research objectives were achieved through:(i) a conceptual approach to sports marketing, sports sponsorship, the sports industry and the interconnection of the sports industry with media. With references and exploitation of definitions that relate further to the functional, design and strategic part, the above mentioned area from which the subject of the study was drawn, was mapped. (ii)recording (a)the current situation within the not a professional football clubs of the UFACH with regard to sports marketing, as well as within the local enterprises of the wider region of Chania (b)the views, positions, optics and expectations of the Administrations of the UFACH on this matter and of the local enterprises of the above mentioned region on the same subject.Finally, the two parties involved in this case study (sports clubs with local businesses) have been negotiated and how they can be integrated into a sports marketing plan of an not professional football team, (b)proposals for the development of sports marketing in not professional football clubs.

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