IDEAS home Printed from https://ideas.repec.org/a/aes/jetimm/v1y2022i1p37-50.html
   My bibliography  Save this article

Marketing Campaign for Sports Clubs. Case study: Archery Club Saga

Author

Listed:
  • Malina-Simona Mihalcea

    (The Bucharest University of Economic Studies)

  • Mihaela Constantinescu

    (The Bucharest University of Economic Studies)

  • Alexandru Ion Olteanu

    (Grantbox)

Abstract

Over the years, along with the technological development and the migration of numerous activities from the offline to the online, we have come to live in a world where sedentarism prevails. In this context, now more than ever, sport has an essential role in the harmonious development of the young generations, as well as in maintaining the physical health of each individual. In Romania, since our first participation at the Olympic Games in 1900, sport has occupied a place of honor and athletes have been continuously supported to reach performance, while aiming to popularize and normalize an active lifestyle among the general population. However, coming out of the communist era (early 90’s) meant also the end of coherent strategies for sport and, thus, no more results in European and international competitions. When looking at a local level, this responsibility falls in the hands of local sports clubs so that every citizen can be given the opportunity to enjoy the benefits of doing sports, while sport passionate shall have, through appropriate coaching and guidance, the chance to reach performance. As such, this paper aims to emphasize the key role that marketing has in the sport industry and the importance of the promotional activities for the growth of local sports clubs. More specific, this paper comprises a description of the sports market, and at a local level, the situation of archery in Bacau city through an analysis of SAGA, the only archery club in town. The paper presents the results of a quantitative research aiming to uncover the attitudes, perceptions and behavior of Bacau citizens regarding sports in general, and in particular, archery. Based on these results, and on the current situation of SAGA sports club, in the last part of the paper we propose a promotional campaign for this club.

Suggested Citation

  • Malina-Simona Mihalcea & Mihaela Constantinescu & Alexandru Ion Olteanu, 2022. "Marketing Campaign for Sports Clubs. Case study: Archery Club Saga," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 37-50, November.
  • Handle: RePEc:aes:jetimm:v:1:y:2022:i:1:p:37-50
    as

    Download full text from publisher

    File URL: http://www.etimm.ase.ro/RePEc/aes/jetimm/2022/ETIMM_V01_2022_25.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Georgia Teare & Marijke Taks, 2021. "Exploring the Impact of the COVID-19 Pandemic on Youth Sport and Physical Activity Participation Trends," Sustainability, MDPI, vol. 13(4), pages 1-15, February.
    2. Hans Westerbeek & Aaron Smith, 2003. "Sport Business in the Global Marketplace," Palgrave Macmillan Books, Palgrave Macmillan, number 978-0-230-59889-8, December.
    3. Hans Westerbeek & Aaron Smith, 2003. "Sport Trek: Future Sport Business in the Global Marketplace," Palgrave Macmillan Books, in: Sport Business in the Global Marketplace, chapter 0, pages 197-228, Palgrave Macmillan.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. 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.
    2. Daniel Lovin & Alexandru Capatina & Denis Bernardeau-Moreau, 2019. "Causal Recipes for Cultural Adaptation of Romanian Football Players," Risk in Contemporary Economy, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, pages 468-478.
    3. Smith, Aaron C.T. & Stewart, Bob & Oliver-Bennetts, Sunny & McDonald, Sharyn & Ingerson, Lynley & Anderson, Alastair & Dickson, Geoff & Emery, Paul & Graetz, Fiona, 2010. "Contextual influences and athlete attitudes to drugs in sport," Sport Management Review, Elsevier, vol. 13(3), pages 181-197, August.
    4. Emery, Paul, 2010. "Past, present, future major sport event management practice: The practitioner perspective," Sport Management Review, Elsevier, vol. 13(2), pages 158-170, May.
    5. Smith, Aaron C.T. & Stewart, Bob, 2010. "The special features of sport: A critical revisit," Sport Management Review, Elsevier, vol. 13(1), pages 1-13, February.
    6. Roberto Cafferata, 2004. "Governance and Management in the Business of Sport," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 2 Sport M.
    7. DIMA Teodor & OTOIU Adrian, 2015. "A Composite Index To Assess The Top European Football Clubs In 2014," Revista Economica, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 67(2), pages 68-85.

    More about this item

    Keywords

    Sports clubs; Sports marketing; Marketing research; Promotional campaign.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aes:jetimm:v:1:y:2022:i:1:p:37-50. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Lucian Onisor (email available below). General contact details of provider: https://edirc.repec.org/data/aseeero.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.