Marketing through sport: a case of a religious organization

Abstract

The existence of competition is inevitable in our society, and even nonprofit organizations including religious organizations, are not immune from competition. Given the fact that religious organizations are facing more heated competition in the market than before, they have been adapting various marketing techniques. The purpose of this study is, first, to provide an introduction of the Peace Cup soccer tournament, operated by the Unification Church, commonly known as Moonies. Secondly, the overriding goal of this study is to show how a religious organization can strategically utilize and even capitalize on sport sponsorship for its marketing purposes. It is believed that the proper use of sport marketing by the religious organizations will create nothing but positive effects for the church and society.