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1

Off-Field Competition at Major Sport Events. Case Study of 2010 FIFA World Cup South Africa™

100%
Piątkowska M., Żyśko J.
Physical Culture and Sport. Studies and Research
|
2010
|
vol. 50
|
issue 1
118-132
EN
Over the past twenty years sponsorship has outperformed all other marketing communication tools in terms of growth. With their massive audiences, major sport events create great opportunity for global companies to showcase their brands and products. Due to rapidly rising costs for securing sponsorship rights, ambush marketing has emerged as a growing option for different kind of companies.The aim of ambush marketing is to obtain more of the gains associated with an official event sponsorship but without incurring the same extent of its costs. "Ambushers" are becoming increasingly astute at developing ways to circumvent legal attempts to control non-sponsor marketing strategies.Therefore, the aim of the paper is to introduce and categorize various ambush marketing methods and counter-ambushing strategies. As ambush marketing has shifted over time from broadcast sponsorship campaigns and venue surrounding advertising to more off-site venue marketing, it is also important to analyze how the organizers of major sport event prevent the event itself, the sponsorship rights and how they deal with ambush marketing issue. The case of 2010 FIFA World Cup South Africa has been studied.
2
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Narzędzia internetowego public relations wykorzystywane przez kluby piłkarskiej Ekstraklasy w komunikacji z otoczeniem

75%
Woźniakowski M.
Handel Wewnętrzny
|
2016
|
issue 6 (365)
332-344
PL
W artykule skupiono się na prezentacji wybranych narzędzi internetowego public relations, ze szczególnym uwzględnieniem mediów społecznościowych, włączonych bądź komunikowanych przez strony www klubów piłkarskich uczestniczących w rozgrywkach T-Mobile Ekstarklasy. Analizie poddano także stopień wykorzystania wspomnianych narzędzi w świetle przeprowadzonego, na potrzeby niniejszego opracowania, audytu treści stron 16 klubów piłkarskich.
EN
The article focuses on presentation of the selected Internet public relations tools, with a particular emphasis on social media, included or communicated by websites of football clubs participating in the T-Mobile Premier League competition. There was analysed the degree of use of the said tools, in the light of an audit of contents of the 16 football clubs websites, conducted for the purpose of this report.
RU
В статье сосредоточили внимание на представлении избранных инструментов public relations в интернете, с особым учетом социальных медиа, включенных или сообщаемых вебсайтами футбольных клубов, принимающих участие в чемпионате экстракласса T-Mobile. Анализировали также степень использования упомянутых инструментов в свете проведенного для нужд этой работы аудита содержания вебсайтов 16 футбольных клубов.
3
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Zastosowanie marketingowe systemów informatycznych w promocji zawodów żeglarskich

75%
Oleksiak P.
Zeszyty Naukowe Uczelni Vistula
|
2014
|
issue 38/2014 Informatyka
79-94
PL
Promocja imprez żeglarskich poprzez tworzenie przekazu z regat jest wyzwaniem dla organizatorów wydarzenia. W artykule przedstawiono systemy technologiczne, które wspomagają prezentację zawodów oraz ich wpływ na zaangażowanie kibiców żeglarstwa. Zbadano interakcję fanów na podstawie statystyk strony WWW zawodów i wpływ wykorzystania systemów śledzenia wyników na ich postępowanie. Badania wykazały trzy kluczowe zależności: - zastosowanie interaktywnych systemów prezentacji regat powoduje zaangażowanie kibiców w przekaz z zawodów, - informacje czerpane z mediów społecznościowych są drugim, co do wielkości, źródłem interakcji, - prowadzenie przekazu należy dostosować do urządzeń mobilnych, których użytkownicy stanowią ponad 30% wszystkich kibiców. Implementacja uzyskanych wyników pozwoli organizatorom regat na efektywne wykorzystanie systemów informatycznych do promocji imprez żeglarskich. Działania te zwiększą potencjał marketingowy regat, a kibice zyskają formy przekazu dostosowane do ich potrzeb.
EN
Promotion of yachting events through creation of a message from yachting is a challenge for organisers of the event. In his article, the author presented the technological systems supporting presentation of the competition as well as their impact on yachting fans’ commitment. There was surveyed fans’ interaction based on the statistics of the competition’s WWW and impact of the use of systems of watching the results on their conduct. The surveys indicated the three key dependencies: - The use of interactive systems of yachting presentation causes fans’ involvement into the message from competition. - The information taken from social media is the second biggest source of interaction. - Provision of the coverage must be adjusted to the mobile devices whose users account for more than 30% of all fans. Implementation of the obtained results will allow the yachting organisers for an effective use of IT systems for the purpose of promotion of yachting events. These activities will increase the yachting marketing potential and fans will achieve the forms of coverage adjusted to their needs.
4

Do Major Sports Events Enhance Tourism Destinations?

75%
Zagnoli P., Radicchi E.
Physical Culture and Sport. Studies and Research
|
2009
|
vol. 47
|
issue 1
44-63
EN
A growing number of destinations are utilizing sport events as a strategic tool for revitalizing and re-qualifying themselves. The aim of this paper is to explore the value of sport events in enhancing the "quality" (in terms of image, tourist attractiveness, quality of life, etc.) of a tourist destination. This assessment is based on a case study analysis regarding the effects of sport initiatives adopted by a number of cities and countries in Italy, Europe and worldwide. The findings suggest that sport events can have different implications for host destinations: from fostering an economic and social urban "regeneration", to putting a city on a worldwide tourist map, or even changing the unequal participation of a country in the global economy.
5

Sport and Physical Activities in the Czech Republic

51%
Sekot A.
Physical Culture and Sport. Studies and Research
|
2010
|
vol. 48
|
issue 1
44-65
EN
The situation on the field of physical/sportive activities in Czech Republic has been affected in the course of recent decades with fundamental political, economical and cultural changes of transforming society and general situation of workforce in context of sedentary society in particular. To contribute to increasing knowledge of the present-day position of sport in the Czech Republic means to search the relevant relations of municipalities and their policies to various levels of sport. To discuss the situation of sport includes describing the present position and role of sport activities in different societal and demografic parts of society too. From the perspective of the situation in sport delivery at the municipal level it must be borne in mind that there are diverse voluntary sports organizations in existence within the municipality, and, naturally, there is also the private sector. Underlying health determinants of a socioeconomic nature play a major role in causing vulnerability to health risks, including obesity as relevant negative reflection of passive way of life. Representative documents retrieved on national and school policies reflected by findings of the PREVOB Project confirmed mutually dependent and interconnected topical issues like nutrition policy and physical activity policy. The phenomenon of physical/sportive activity is connected with lifestyle behaviours. The most critical policy area on physical/sportive activity is the sole fact of sedentary nature of contemporary society: a very high level of prestige of sport and sportive activities in Czech society is incompatible with a very low level of practical regular physical or sport activities.
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