Publication at First Faculty of Medicine, Faculty of Physical Education and Sport |
2018
Abstract
The chapter presents basic trends in international marketing in sport: capturing selected target groups, influencing generation Y (children born from 1975 to 2004) for sports marketing, sports interests play a crucial role in defining social networking, brand importance and understanding of brand equity in sport,becoming more and more sophisticated is the marketing of large sporting events, improving the quality of services in the sports industry, changing the motivation of companies to sponsor sport.