Analysis of the sponsorship activities of the Organizing committee «Kiev City marathon – 2014»

Authors

  • (Olena Yarmolyuk) Ярмолюк Олена Володимирівна Національний університет фізичного виховання і спорту України, https://orcid.org/0000-0002-1786-4759
  • (Anna Zolotaryova) Золотарьова Ганна Олександрівна Національний університет фізичного виховання і спорту України,

DOI:

https://doi.org/10.15391/snsv.2015-2.041

Keywords:

sponsor, sponsor activity, organizing committee of track-and-field competitions, sponsorship agreement

Abstract

Purpose: to share the experience of the marketing technologies application in the physical culture and sports sphere and to improve the commercial activities of sports organizations during the planning and holding the mass sporting events. Material and Methods: the basic forms and methods of the sponsorship activities of the Organizing Committee of the competition «Kiev Marathon – 2014» were analyzed with system analysis, SWOT-analysis and sociological questioning (12 specialists from the Organizing Committee of «Kiev City Marathon – 2014» and 95 visitors of the «Kiev City Marathon – 2014» were questioned). Results: the best way for obtaining the sponsorship is to use the level-approach by the organizers, which means that all sponsors were divided on different levels and each one had certain privileges. It had resulted in appropriate sponsorship agreements. Conclusions: the results of research given in the article will enable professionals to most effectively search and work with the sponsors in the physical culture and sports sphere, as well as to introduce modern mechanisms of interaction between businesses and sporting organizations.

References

Altukhov S. Sponsorstvo v sovremennom sporte [Sponsorship in modern sports], 2008, Access mode : sportmanagement.ru/education.php?id=2453. (rus)

Guskov S. I. Sport i marketing [Sports & Marketing], Moscow, 2006, 98 p. (rus)

Davydova Ye. Yu. Nauchno-tekhnicheskiy vestnik [Scientific and Technical Gazette], vol. 50, Saint Petersburg, 2008, 244 p. (rus)

Dzhon Bich. Marketing sporta [Sports marketing], Moscow, 2010, 676 p. (rus)

Zakon Ukraіni «Pro reklamu» vіd 03.07.1996 r. vol. 270/96-VR [The Law of Ukraine "About advertising"], Access mode : zakon.rada.gov.ua/cgi-bin/laws/main.cgi?nreg=270%2F96-%E2%F0. (rus)

Kakiye vozmozhnosti otkryvayet status sportivnogo sponsora [What opportunities does the status of sports sponsor], vol. 12, 2007, Access mode : marketing.spb.ru/lib-comm/sponsorship_as_tool.htm. (rus)

Kotler F., Vinogradovoy T. V., Chekha A. A., Tsaruka L. L. Marketing ot A do Ya: 80 kontseptsiy, kotoryye dolzhen znat kazhdyy menedzher [Marketing A to Z: 80 concepts that every manager needs to know], Moskow, 2010, 251 p. (rus)

Kuzin V. V., Kutepov M. Ye. Sponsorstvo v sporte [Sponsorship in Sports], Moscow, RGAFK, 2007. (rus)

Litvinenko S. N. Mater. VII Mezhdunar. nauch. kongressa «Sovremennyy olimpiyskiy sport i sport dlya vsekh» [Mater. VII Intern. scientific. Congress "Modern Olympic sport and sport for all"], Moscow, 2003, pp. 31–33. (rus)

Mudrik V. I., Michuda Yu. P., Zavetnyy S. A.Organizatsionno-upravlencheskiye osnovy fizicheskoy kultury i sporta [Organizational and managerial foundations of physical culture and sports], Kharkiv, 2008, 408 p. (rus)

Ofіtsіyniy sayt Ministerstva molodі ta sportu Ukraіni [The official website of the Ministry of Youth and Sports of Ukraine], Access mode : dsmsu.gov.ua. (ukr)

Sportivniy komіtet Ukraіni [Sport Committee of Ukraine], Access mode : scu.org.ua. (ukr)

Tkacheva O. A. Menedzhment i marketing v sfere fizicheskoy kultury i sporta [Management and marketing in the field of physical culture and sports], Novocherkassk, 2011, 95 p. (rus)

Biscaia R., Correia A., Rosado A. Sport Sponsorship: The Relationship Between Team Loyalty, Sponsorship Awareness, Attitude Toward the Sponsor, and Purchase Intentions / Journal of Sport Management, 2013. – Access mode : naspspa.org/AcuCustom/Sitename/Documents/DocumentItem/02_Biscaia_JSM_20120133-ej.pdf

Downloads

Published

2015-04-30

How to Cite

Ярмолюк Олена Володимирівна (Olena Y., & Золотарьова Ганна Олександрівна (Anna Z. (2015). Analysis of the sponsorship activities of the Organizing committee «Kiev City marathon – 2014». Slobozhanskyi Herald of Science and Sport, (2(46), 214–220. https://doi.org/10.15391/snsv.2015-2.041

Issue

No. 2(46) (2015)

Section

Articles

License

Copyright (c) 2015 (Olena Yarmolyuk) Ярмолюк Олена Володимирівна, (Anna Zolotaryova) Золотарьова Ганна Олександрівна

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Our publications make use of copyright CREATIVE COMMONS open access journals. 

Authors published in this journal agree to the following terms:

1 The authors reserve the right of authorship of the work and pass the journal right of first publication of this work are licensed under the Creative Commons Attribution License, which allows others to freely distribute the published work with reference to the authors of the original work and the first publication of this magazine.

2 The authors have the right to enter into separate agreements for additional non-exclusive distribution of work in the form in which it was published the magazine (such as work place electronic repository institution or publish as part of the monograph), provided that the reference to the first publication of this magazine.