스포츠의 마케팅
관람 스포츠와 참여 스포츠
스포츠 제조업 부문
스포츠 단체가 재원을 확보
하기 위해 집행하는 마케팅
스포츠를 이용한 마케팅
스포츠 경영학의 시각
마케팅 커뮤니케이션의
여러가지 목표를 달성 할
목적으로 기획, 조직, 실행,
통제하는 모든 활동
Sports S
Sports Sponsorship의 특징
◆ 독특한 광고 노출효과 : 타이틀, 스폰서, 유니폼에 상표부착 등.
◆ 특정 표적시장을 목표로 하는 프로모션 전개에 유리
◆ 소비자들의 높은 광고 수용성 : 높은 스포츠 중계, 보도 시청률
◆ 공익추구의 측면을 강조함으로써 기업이미지 향상에 유리
Olympic Games. After holding big sporting events, a country usually become richer and more popular than before. So, these are the basic reasons why we chose Russia as our topic. But, in March 16th, 2014, a big dispute have exploded in Cremea between Russia and Ukraine. This has been working as unfavorable factor in Russia’s economy in many ways. Nevertheless, Russia still is a very attractive c
Sports marketing
Coca-Cola was the first commercial sponsor of the Olympic games, in the 1928 games in Amsterdam, and has been an Olympics sponsor ever since (The Coca-Cola Company, n.d.). Since 1978, Coca-Cola has sponsored each FIFA World Cup, and other competitions organized by FIFA. In fact, one FIFA tournament trophy, the FIFA World Youth Championship between Tunisia and Malaysia in 1997,
Diplomatic recognition and nonrecognition:
Recognition
Nonrecognition: Abandon to international sports affair
Enhancing the prestige of one country
Kim Yun-a
Resistance
Son Ki-Jung in Berlin Olympic Games
1979 Moscow Olympic Games, Washington boycott the game
Reconciliation
1971 Sino-US ping pong diplomacy
2000 Sydney Olympic Games, One Korea
U.S. – China Ping Pong Diploma