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EB

EB

ONLINE

[Praha] : Karolinum, 2025

1 online zdroj (154 stran)

ISBN 978-80-246-6013-4 (online ; pdf)

ISBN 978-80-246-5996-1 (print)

The book explores the evolution of sports marketing, focusing on current and emerging trends that shape the industry. The book covers the integration of digital elements, such as social media, online advertising, and e-commerce, as well as successful online marketing strategies like content creation and fan engagement. It also examines the role of sports celebrities in promoting brands and events. The final chapter highlights innovations in sports services and customer participation. This insightful publication offers valuable knowledge for professionals and enthusiasts navigating the ever-changing sports marketing landscape..

002002061

Foreword (Eva Čáslavová) 7 // 1. TRENDS IN THE DEVELOPMENT OF SPORTS MARKETING (Eva Čáslavová) 11 // 1.1 Megatrends influencing the development of sports marketing 11 // 1.1.1 Megatrend 1: Income and wealth 12 // 1.1.2 Megatrend 2: Working time and leisure 12 // 1.1.3 Megatrend 3: Changing values 13 // 1.1.4 Megatrend 4: Changes in technology and medicine 13 // 1.1.5 Megatrend 5: Changes in population growth and urbanisation 14 // 1.1.6 Megatrend 6: Sport and economics 15 // 1.2 Trends in today’s sport and requirements for the sport // of the future 16 // 1.2.1 Increasing leisure spending 16 // 1.2.2 Increase in sports activities 17 // 1.2.3 Sport as an individual experience 18 // 1.2.4 New technologies in training and competitions 19 // 1.2.5 Changes in the natural and physical environment 20 // 1.2.6 Commercialisation and globalisation of sport 21 // 1.3 Future trends in sports marketing 24 // 1.3.1 Elements to build on 24 // 1.3.2 Strategic marketing 27 // 1.3.3 Tactical marketing 29 // 1.4 Trends in Czech sports marketing 34 // 2. DEVELOPMENT OF SPORTS MARKETING TRENDS IN RELATION TO ONLINE ELEMENTS USED IN THE MARKET ENVIRONMENT (Daniel Opelík) 37 // 2.1 Trends in the online environment in the Czech Republic 38 // 2.2 Online marketing trends applicable to sport 41 // 2.3 Selected trends and their application to sports marketing 46 // 2.4 Recommendations for working in online sports marketing 47 // 3. USE OF SELECTED ELEMENTS OF ONLINE MARKETING IN THE SPORTS ENVIRONMENT (Daniel Opelík) 49 // 3.1 Online marketing strategy 49 // 4. SPORTS CELEBRITIES AND THEIR USE IN SPORTS MARKETING (Josef Voráček) 61 // 4.1 Reference groups 63 // 4.1.1 Types of reference groups 68 // 4.1.2 The use of reference groups in marketing 69 // 4.2 Celebrities 74 // 4.3 Sports celebrities in marketing communication 78 // 4.3.1 Celebrity endorsement 86 //

4.3.2 The effects of celebrity endorsement 88 // 4.3.3 Choosing a celebrity for marketing communication 98 // 4.3.4 Ways of using sports celebrities in marketing communication 109 // 5. DEVELOPMENT TRENDS IN SPORT SERVICE MARKETING (Jan Šíma) 118 // 5.1 Sport industry 119 // 5.2 Sports services 120 // 5.2.1 Classification of sports services with active participation // of the customer 121 // 5.3 Characteristics of sports services 125 // 5.4 Sports service provider marketing strategies 129 // 5.5 Marketing mix of sports services 130 // 5.6 Modern trends in sports services 141 // Summary 148 // List of abbreviations 150 // Index 151