Sport Marketing Model Justification and Its Structural Elements

• Main Author: Irina Prokhorenkova
• Format: Article
• Language: Russian
• Published: Витебский государственнный технологический университет 2017-08-01
• Series: Vestnik of Vitebsk State Technological University
• Subjects: sport marketing; sport marketing model; sponsorship; sport event; sport buildings; spectators
• Online Access: http://vestnik.vstu.by/files/2315/1541/2145/20_33.pdf

The article presents theoretical analysis of sport marketing definitions and the main components of modern sport marketing. The need to develop universal marketing model was proved. Sport marketing model was developed and its main components were described. In the model sport marketing was divided in two main parts commercial and non-commercial. Effective marketing concepts regarding the developed model were described. Within the commercial marketing such components as sport event, sponsorship, professional athletes, and a sport building were analyzed. The market saturation coefficient of Minsk city fitness clubs was calculated on the basis of approved technique. The author offered and proved the technique of the coefficient of the square and range factor use for calculation of population sports buildings ensuring. Among sport buildings operation of fitness clubs was thoroughly analyzed. Regarding non-commercial part of marketing practical survey of main marketing components such as the most or least age segment, main reasons of going in for fitness and it disclaimer was offered and performed. The amount of Vitebsk city residents engaged in active way of life was estimated. In the article it was logically proved that sport marketing is a wide and actual theme affecting different areas of life of modern people and society in general.