MARKETING IN SPORT AND RELATIONAL MARKETING IN SPORT

摘要

Due to the special attention it receives in society, sport has ceased to be a preoccupation like any other and started having a separate place in people's minds. As a consequence, sport marketing is also a hub of interest for both researchers and practitioners. Marketing in sport is one of the highly researched themes in the literature, noting the existence of a wide range of scientific journals devoted to this subject. The question that still raises debates is whether marketing of sport should be a distinct case of marketing or marketing remains the same irrespective of the product to which it is applied, whether it is sports, the sale of consumables, insurance, medicine, agro-food industry and others . It is less important which approach prevails, since it is essential for marketing to add value to the brand of the sports organization that practices it. A lot of people and organizations represent a part of the sport world, entering reciprocal relationships, from which value is produced, being offered to the market in the form of different products: matches, meetings, struggles, athletes (products of clubs where they are legitimate, as well as their instructors and the rest of the staff), palpable goods bearing their favorite club or athlete logo, such as balls, shirts or any other type of sports equipment, sports television shows, newspapers and specialised magazines, online platforms, music, movies and more.