Academy of Entrepreneurship Journal (Print ISSN: 1087-9595; Online ISSN: 1528-2686)


Use of Marketing Technologies by Governmental and Municipal Authorities When Organizing and Holding Sporting Events in the Russian Federation

Author(s): Evgeniya Viktorovna Zazulina and Agafonova Tatyana Sergeevna

The article discusses the development of the sports industry. The necessity of introducing marketing technologies by government agencies in the organization and conduct of major national sporting events is revealed. The marketing features of a sporting event are described. Sports marketing has its own specific features and characteristics. The objects are sports products: competitions, services, goods, information, facilities, rights (television, licensing, transfer), target audiences, as well as «top officials»: athletes, teams, coaches, managers, who occupy a central place and help expand the scope of sports business, attracting sponsors and an audience.

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