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MARKETING OF SPORT

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Mazur J., Sznajder A.

Myśl Ekonomiczna i Prawna

2007

issue 1(16)

111-139

An interest in sport demonstrated by those who practice different disciplines as amateurs and by those for whom participation in sport events has become a favourite pastime generated different products and business activities. Today sport includes a lot of various activities. A new branch of science - the economics of sport, which developed quite recently, indicates how economic laws function on the sport market. In Western Europe marketing of sport has already become a recognized branch of scientific research and academic course. The sport market consists of many parts including various subjects on the supply and demand parts. The paper identifies particular parts of the sport market putting special emphasis on professional sport. The authors stress the fact that marketing activities conducted on this market are twofold. On the one hand, they concentrate on sport products, especially sport events. Marketing activities referring to sport products mainly attracting spectators to sport events are called marketing of sport. On the other hand, sport projects provide an opportunity to take marketing actions by companies that do not offer sport products and treat sport events as on opportunity to promote their products and brands in the form of advertising and sponsoring. This type of activities is referred to as marketing through sport. The two markets of which one offers sport events and the other deals with sponsor's rights, licences, advertising space are considerably different. There are, however, strict connections between them.

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1 Myśl Ekonomiczna i Prawna

1 2007

1 Mazur J.

1 Sznajder A.

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MARKETING OF SPORT