engleski

Sporting events with a cause: the case of Croatian rugby Union and Women's shelter

Over the years, there have been a considerable number of contributions that examine the impact of sporting events from many diverse perspectives, among others, its impact on tourism and economy. However, the impact of sporting events on society did not receive adequate attention. Consequently, research is limited when it comes to examining sporting events that directly relate to a specific social cause. The main purpose of this paper is to examine sporting events that promote a specific cause, and are planned and implemented as a result of close cooperation between a sports and a non-profit organization. More specifically, the aim is to identify the main drivers of such collaborations, underlying reasoning and impact and outcomes for both organizations. Given the exploratory nature of the study, we use a case study method of a sporting event organized by the Croatian rugby Union and Women’s shelter in Croatia aimed at promoting the prevention of violence against women. Initial findings are presented along with recommendations for further research.

sports marketing; sporting events; non-profit; cause

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