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 São 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.
Highlights
Marketing focuses on the customer and the goal is attracting and satisfying them
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
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
Summary
Marketing focuses on the customer and the goal is attracting and satisfying them. the goal and objective of marketing are to satisfy customers, determine what they want, what they are seeking for and sell it to them with profit. The sports marketer must identify what needs and wants are being satisfied through the exchange process with fans. In this case, the process of exchange as the act of a fan obtaining a desired object—matches, events, activities, products, etc.—from a sports club by offering something—passion, energy, enthusiasm, excitement and money—in return. This article aims to introduce a 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 framework was conceived to comprise three levels: diagnosis of the situation, goals and fan’s audience and marketing mix. This paper aims to contribute to the art of marketing applied to the sports club to foment more knowledge, discussion, and debates around the topic
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