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Sports Marketing Plan: An Alternative Framework for Sports Club

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  • Edson Coutinho da Silva
  • Alexandre Luzzi Las Casas

Abstract

The principles and tools of Sports Marketing represent the essential knowledge sports marketers require to a sports club develop strategies of events, matches and activities focused on customer-fans. However, for developing them, it is necessary a framework of Sports Marketing which comprises an arrange of processes for putting on practice the conception of marketing-oriented to customer-fans¡¯ needs. This paper aims to introduce an alternative Sports Marketing plan framework for sports marketers to plan, carry out as well as implement marketing strategies to create customer-fan-orientation philosophy of sports club. This study is part of a project which will provide some other empirical papers which will introduce the Sports Marketing principles on the perspectives of sports club from Sao Paulo, Brazil. This Sports Marketing Plan framework comprises three dimensions: (i) diagnosis of the situation, (ii) goals and fan¡¯s audience and (iii) Sports Marketing mix. The idea of producing this paper is orienting sport managers as well as Sports Marketing which studying, applying and researching this subject of improving the strategies for the planning, carrying out and assessing the Sports Marketing strategies and, also, for assisting sports clubs to professionalise its business management and improve its exchange process with their customer fans.

Suggested Citation

  • Edson Coutinho da Silva & Alexandre Luzzi Las Casas, 2017. "Sports Marketing Plan: An Alternative Framework for Sports Club," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(4), pages 15-28, August.
    • Handle: RePEc:ibn:ijmsjn:v:9:y:2017:i:4:p:15-28
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    File URL: http://www.ccsenet.org/journal/index.php/ijms/article/view/68628/37939
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    References listed on IDEAS

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    1. T. Christopher Greenwell & Janet S. Fink & Donna L. Pastore, 2002. "Assessing the Influence of the Physical Sports Facility on Customer Satisfaction within the Context of the Service Experience," Sport Management Review, Taylor & Francis Journals, vol. 5(2), pages 129-148, July.
    2. Shilbury, David & Rentschler, Ruth, 2007. "Assessing Sport Management Journals: A Multi-Dimensional Examination," Sport Management Review, Elsevier, vol. 10(1), pages 31-44, May.
    3. Greenwell, T. Christopher & Fink, Janet S. & Pastore, Donna L., 2002. "Assessing the Influence of the Physical Sports Facility on Customer Satisfaction within the Context of the Service Experience," Sport Management Review, Elsevier, vol. 5(2), pages 129-148, November.
    4. Hans Westerbeek & Aaron Smith, 2003. "Sport Business in the Global Marketplace," Palgrave Macmillan Books, Palgrave Macmillan, number 978-0-230-59889-8, May.
    5. David Shilbury & Ruth Rentschler, 2007. "Assessing Sport Management Journals: A Multi-Dimensional Examination," Sport Management Review, Taylor & Francis Journals, vol. 10(1), pages 31-44, January.
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    Cited by:

    1. Talent Moyo & Rodney Duffett & Brendon Knott, 2022. "An Analysis of Cause-Related and Social Marketing Strategies in the South African Sport Management Industry," SAGE Open, , vol. 12(2), pages 21582440221, June.
    2. Joseph Kolawole-ABON & Rufus O. ADEBAYO, 2021. "Potential Professional Football Club: A Business-Oriented Organisation," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 27-45, May.

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    More about this item

    Keywords

    sports marketing plan; sports marketing strategies; marketing of product;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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