MARKETING COMMUNICATIONS IN BASKETBALL

Abstract

Contemporary society places significant emphasis on sports development today. The use of marketing communications will contribute to the development of basketball. Sports marketing as a distinct domain is a field that quite a lot of people are interested in. Consequently, sport-related events become an opportunity for marketing research and the implementation of various types of marketing activities, fostering an environment conducive to sports marketing exploration and the realization of various marketing initiatives. The following methods were applied to solve the problem: 1. Literature research 2. Pedagogical observation and experience, questionnaire, interviews, testing 3. Study of consumers, competitors, and competition. Surveys have revealed that most of the population lacks sufficient information about the sport of basketball. One of the necessary conditions is the presence of the hall. It was indeed obvious that the gyms were not equipped with sufficient facilities. This was due to limited financial resources. The important question was how the public is informed about the ongoing basketball competitions. 75% of information is received via the Internet, 20% through the federation, 5% through friends, and 0% through television. In fact, basketball competitions are not broadcast on television. In the field of television, the main goal of marketing should also be the sale of advertising time. In the realm of marketing communications in the Republic of Armenia, respondents have consistently highlighted the paramount importance of advertising. Perhaps the specifics of the use of communication forms in the field of physical culture and sports have not been studied well enough. This study seeks to fill this gap focusing on evaluating the effectiveness of these communication methods. It is necessary to present one's own development strategy to make it more attractive and profitable, to indicate the most effective methods to attract potential consumers.