Sports Marketing

The aim of the book is to present the key changes in the professional world of sport and to analyse their impact on the field of sports marketing, including the possibilities of effective use of some of its modern tools. In addition to the main theoretical background, the book provides many inspiring examples from both foreign and domestic environments. In the preparation of the publication, the author used the knowledge gained both within the framework of his scientific research activities, as well as within the framework of cooperation with some of the leading sports clubs in the Czech Republic.

The publication is the first in the Czech Republic to comprehensively address the possibilities of using the principles of the concept of Corporate Social Responsibility (CSR) in the field of sport. It notes the main supporting arguments for linking CSR and sport, as well as the key internal and external motives for sport organisations to engage in CSR activities. The CSR initiatives of international sports governing bodies, major league competitions overseas or in Europe and some of the leading sports clubs at home and abroad are presented in more detail. In addition, the author provides practical recommendations on the effective implementation of CSR principles in the management of sports organisations, including the presentation of the individual stages and steps of the implementation process. At the same time, it is also shown through the results of a number of respected researches that the implementation of CSR in the management of sports organizations can bring benefits not only to the surrounding society, but also to the sports organizations themselves.

The publication is intended for current and future marketing managers of sports organizations who want to learn modern techniques in the field of marketing communication, public relations or sports sponsorship. In addition, the publication can also be used by marketing or CSR managers of companies that try to focus on the promotion of sport and physical activities in their CSR policies or marketing programmes. The book will also be beneficial for those readers who are interested in sports management, sociology or sports economics.