Sport marketing remain an important aspect of global sports innovation as it is relevant to the growth of business as well as its survival. It is further prescribed as a means by which company or an organization communicate their services in a sport-oriented context. Sports marketing has been developed to promote sports events and teams as well as promotion of other products and services to consumers. Descriptive survey design was used in this study. The population comprised the sport marketers and organizations that produce and sell sport products and services to consumers totaling 54 and no sample was selected as all the marketers and organization staff were used as sampled for the study. Structured questionnaire designed in a four point likert rating scale which was validated by experts in sports marketing and tested for reliability with coefficient result of 0.82 was used to elicit data from the respondents. Two research questions and two research hypotheses were formulated for ...

The case study presented aims to identify the volleyball consumer's typology and, in particular, to compare the differences in consumer behavior in two cities-Târgovişte and Bucharest. Conclusions and information can be an important step in the marketing of volleyball clubs in the two cities because the purpose of the investigation is to realize the needs and motivations of volleyball spectators and to identify the extent to which the culture of a city influences sports consumption habits .The choice of the theme was determined by the personal observation of the lack of a sport-driven activity in volleyball clubs. The notion of marketing is entirely missing from the majority of volleyball clubs in Romania, where the whole activity is accidental and is carried out by people in leadership. Volleyball is a relatively important sport for both sports cultures, with the difference that Bucharest is the highest level. Research methods used: studying the literature; the case study, which is based on several methods: personal observation (direct contact with volleyball activity determined the choice of theme and introduction of personal notes), comparative method, the method of centralizing the information table, observation; graphic representation Research results: The results obtained confirmed in most cases the assumptions and outlined the characteristics of a consumer who is not at the first volleyball meeting and who is deeply interested in sports. The volleyball player is part of a small community, but quite homogeneous in terms of his or her interest in sports. Most consumers are trained by supporters of the two teams; we identify the individual's desire to have a purpose, to attach emotionally to a team, and to integrate, even if only figuratively, into a large family. Conclusion: volleyball requires a restructuring of the infrastructure coordinated by national federations. Promotion must start from school sports clubs, from junior groups and from recruiters. I propose hiring more people and preparing them in advance to attract more children.

Purpose: The purpose of this study was to investigate on the marketing mix model of the Iranian football industry. Methodology: The present study is an applied and descriptive-analytical research that was conducted on fieldwork. The research tool is a marketing mix of the Memari study on Iranian sport industry (2007). Subjective and content validity was determined by experts and sports experts and its reliability in a preliminary study was estimated on 30 sample subjects through Cronbach's alpha of 0.92. The statistical population of the study consisted of two groups. The first group was the Fans of the three East Azerbaijan province teams in the Premier League, with 441 of them being unlimited, they were selected randomly by multi-stage cluster and cluster. The second group includes members of the Football Association board Technical, managing director of the provincial clubs, teams of experts board and administrators (N = 90) who were selected by targeted sampling method. Data were analyzed by descriptive statistics and correlation t-test with the help of statistical package SPSS 22 and structural equation model using Amos software. Findings: The results showed that the existing situation of sports clubs marketing mix are significantly lower than the optimal situation such as financial sponsorship, promotion management, pricing management, the power of the market, public relations management, process management, location management and brand management. Finally, the coefficients of the indexes indicate the optimal fit of the marketing mix model of the football clubs. Therefore, to improve the development of football industry, it is necessary to make fundamental changes to the marketing plans of this province. Originality: In this article, we examine the modeling of the p8 marketing mix elements on the football industry using structural equation methods.

Drawing on a specific case of the El-Hawwar Sporting Club, located in El-Mansoura, Egypt, the primary intent of this study was to identify variables and key factors that contribute to an effective sport marketing promotional mix, used to enhance visibility and consumption of products and services of the sport organization. A total of 100 participants completed a questionnaire with questions using a 3-point Likert scale including demographic information to determine the effectiveness of a promotional mix to increase the service consumption of the HSC Sporting Club. The findings confirm the extraordinary value of a well-chosen promotional mix to increase the visibility and profitability of the touted goods and services. Participants provided several practical recommendations that include a call on today’s sport marketers to invest sufficient time and resources in conducting a thorough market and consumer behavior analysis as a foundation for an effective promotional mix. This study found the use of promotion mixes in Egyptian clubs is still at its infancy and there is a dire need for more research on the topic in the future.

In order to carry out marketing programs effectively, perceptions of the various elements of the marketing mix need to be heard from the hospital management and the patient. This study aims to analyze the marketing mix of sports medicine services at the National Sports Hospital (RSON) which is viewed from two sides, perception of the hospital management, and athlete’s perception represented by special sports school (SKO) Ragunan. This research is a descriptive study with a qualitative method approach using in-depth interview techniques, observing hospital marketing activities, reviewing hospital documents and conducting a questionnaire survey about perceptions of SKO Ragunan athletes which was conducted in October 2020. 40 of 133 questionnaire met the criteria for analysis. Most of the respondents had a positive perception (agreed) on the components and items of the marketing mix assessment at RSON with the highest assessment on the people skills / attitudes and the lowest on the as...