The professionalization of marketing management in sports club in the local market

Sławomir Kowalski

DOI: http://dx.doi.org/10.12775/QS.2015.007

Abstract


The main problem of sports clubs is the insufficient knowledge in the use of existing resources. Local sport clubs operate in a continuous shortage of financial, human and material. Issues related to the acquisition of sponsors, training management teams, sports facilities managers require their professional approach.

While in higher grades professional leagues is dictated by the rules of licensing, in the lower leagues or sports less popular, lack of professionalism causes the collapse of the club or its stagnation.

This article aims to give examples and model the use of knowledge in the management of sports clubs, local scope. The subject in this article is the football club RKS Rakow Częstochowa SA, which implements specific marketing programs for managing. The scope of the observational studies include image management, stakeholder relations, professional approach to raising sponsorship, promotion and organization of sporting events.

In addition, the article provides information management and promotion outside the club in terms of financial shortcomings of using modern communications solutions.

The article should be helpful in solving the problems of decision-making clubs at the lower classes leagues and clubs marketing management disciplines niche for local coverage.


Keywords


marketing; management; sports club; resources

Full Text:

PDF (Polish)

References


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The journal has had 5 points in Ministry of Science and Higher Education parametric evaluation. § 8. 2) and § 12. 1. 2) 22.02.2019.

e-ISSN: 2450-3118
Numer DOI: 10.12775/QS

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Action funded by the Ministry of Science and Higher Education under the contract number 916/P-DUN/2019 by funds dedicated to dissemination of research findings. Name of action: "Preparing for publication papers in English in 8 issues of the journal Quality in Sport in 2019-2020: Vol. 5, No. 1-4 (2019), Vol. 6, No. 1-4 (2020)".

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