Analysis of client communication system in local sport

Sławomir Kowalski


One of the most important element in the marketing management process is communication. This also applies to the management of a sports club, where the recipient is a groups of stakeholders, fans, sponsors, media and local authorities.

The purpose of the article is to presentation a trends of communication, which was created as a result of studies of local sports clubs of the Częstochowa region in various sports disciplines. The functioning of the sports club communication system in the region has indicated the existence of solid dependencies and the extension of the classical marketing communication model. Another issue remains the efficiency of these systems.

Fundamental research methods to model and draw conclusions were direct interviews and observation, and both the model and the conclusions are part of larger research. The questions focused on how the sports club interacts with stakeholders and controls the effects of the sport.

As a result of the research a uniform model of trends was created showing the elements of the communication system repeating in the clubs. This shows how the sports club should communicate with its main stakeholders, what are the disruptions to the information process, what barriers exist in the process, and how the message flow should be monitored in the system.

In the classic communication model, there is only the sender and receiver of the message. The sender is the company that codes the message and the customer its customers. The importance of other customers is minimized. The main difference between the model of marketing communication in sports clubs from other companies is that there are not a single group of receivers in it, but four basic groups, among which there is also an exchange of messages. The sports club is forced to control the flow of information on its own subject on many levels, because each group can be equally important for the club.

Creating a model of trends and analyzing it allows you to identify activities that streamline and control information flow by monitoring and responding quickly.


marketing in sport, communications, promotion

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