engleski

Evaluating the success of promotion campaign for major sports events: the case of FIBA EuroBasket 2015, Croatia

Major sports events with a long tradition, established reputation and international media profile like the FIBA EuroBasket competition have always attracted both domestic and foreign visitors. A greater number of visitors generate greater consumption, which ultimately leads to positive economic benefits for the host region. Consequently, cities and countries compete for the right to host these events, being aware of the significance of the well-targeted promotional activities. The sports event promotion is a key factor when it comes to the number of tickets sold. It also directly contributes to the event's brand and influences attendance rates, its media representation and brand exposure. To that end, the purpose of this paper is to analyse the promotional campaign of FIBA EuroBasket 2015. Although the competition took place in four different countries, namely, Croatia, France, Germany, and Latvia, this paper focuses only on the elements of the sports promotional mix applied in the Croatian part of EuroBasket 2015. Specifically, it conducts a qualitative case study of the overall promotion and the individual elements of the sports promotional mix for that competition. The results show that six out of seven elements of the sports promotional mix were included in the event’s general promotion - advertising, publicity, personal contact, incentives, atmospherics and sponsorship. The element found lacking was licensing. The study gives managers a valuable insight into (in) effective management of sports events promotion and the individual elements of the promotional mix.

Croatia ; FIBA EuroBasket 2015 ; major sports events ; promotion ; sports promotional mix

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