Abstract
Marketing is crucial for the development and promotion of sports clubs, playing a key role in increasing visibility and building a positive club image. This paper outlines the primary marketing activities used in sports, such as promotion, online communication, sponsorship, and fan engagement. It also examines the importance of tailoring these activities to the specific nature of the club and the expectations of the audience. Effective use of marketing can help sports clubs raise awareness of their activities and strengthen relationships with fans and partners.
Cuvinte cheie
marketing
sports club
promotion
communication
sponsorship
Istoric articol
Publicat
31.08.2026
Informații autori
Citare recomandată
Ion Bogdan Chepea (2026). The Role of Marketing in the Development and Promotion of Sports Clubs. Constantin Brâncuși University of Târgu Jiu Economics Series, 2(1), 552–557. https://doi.org/10.65631/jes.4.2026.50
Referințe bibliografice
Philip Kotler, Kevin Lane Keller, Managementul marketingului. Ediția a 5-a. Editura Teora, București, ISBN 978-1-59496-084-0, 2005; Mihaela Constantinescu, Cristian Dragoș Gheorghe, Marketing sportiv, Editura ASE, București. ISBN 978-606-505-873-6, 2015; Valentina Ștefănică, Marketing în sport, Editura Universitaria, Craiova. ISBN 978-606-14-1974-6, 2023; David Kent Stotlar, Successful Sport Marketing, WCB Brown and Benchmark Publishers, Madison, USA, ISBN 978-0697145598, 1993; Van Heerden, Cornelius Hendrik - Factors affecting decision-making in South African Sport Sponsorships, University of Pretoria. UP-etd-03102006-121541, 2001.