| Abstract | Sport predstavlja neizostavan dio društva s velikom ekonomskom važnošću. UEFA Liga prvaka, kao jedan od najprestižnijih sportskih događaja, ističe se kao unosan sportski proizvod koji spaja natjecanje, strast navijača i poslovne strategije. Sponzorstva i medijska pokrivenost igraju ključnu ulogu u komercijalizaciji sportskih događaja, dok sportski marketing postaje neophodan za promociju, pozicioniranje i profitabilnost klubova, sportaša i samih sportskih događaja. Razvoj medija i digitalne tehnologije značajno su utjecali na pojavu sportskog marketinga, što je dovelo do šire primjene marketinških strategija i taktika u sportskom sektoru. Marketinške aktivnosti uključuju segmentaciju tržišta, pozicioniranje sportskih brendova, izgradnju odnosa s kupcima te korištenje različitih elemenata sportskog marketinškog miksa. Kvaliteta proizvoda, doživljaj sportskog događaja, privlačnost natjecanja i prisutnost poznatih sportaša imaju ključnu ulogu u privlačenju i zadržavanju potrošača. Sportski marketinški miks, koji se sastoji od elemenata poput proizvoda, cijene, distribucije i promocije, omogućuje sportskim organizacijama ostvarivanje svojih ciljeva. Upravljanje sportskim marketinškim miksom zahtijeva temeljito razumijevanje potreba i preferencija ciljne skupine, analizu tržišnih trendova i konkurencije te pravovremeno prilagođavanje marketinških strategija. Uspješno kombiniranje proizvoda, cijene, distribucije i promocije može sportskim organizacijama pružiti konkurentske prednosti na sve zahtjevnijem sportskom tržištu. Provedeno istraživanje u obliku ankete dokazalo je kako je UEFA Liga prvaka jedan od popularnijih sportskih događaja te ga prati velik broj navijača i gledatelja. Rezultati istraživanja potvrđuju važnost marketinških aktivnosti u sportskim događajima i njihov veliki utjecaj na financijske rezultate kao i pozitivan utjecaj na percepciju i angažman sportskih klubova. |
| Abstract (english) | Sport represents an indispensable part of society with great economic importance. The UEFA Champions League, as one of the most prestigious sports events, stands out as a lucrative sports product that combines competition, fan passion and business strategies. Sponsorships and media coverage play a key role in the commercialization of sports events, while sports marketing becomes necessary for the promotion, positioning and profitability of clubs, athletes and sports events themselves. The development of media and digital technology significantly influenced the emergence of sports marketing, which led to a wider application of marketing strategies and tactics in the sports sector. Marketing activities include market segmentation, positioning of sports brands, building relationships with customers and using different elements of the sports marketing mix. The quality of the product, the experience of the sporting event, the attractiveness of the competition and the presence of famous athletes play a key role in attracting and retaining consumers. The sports marketing mix, which consists of elements such as product, price, place and promotion, enables sports organizations to achieve their goals. Managing the sports marketing mix requires a thorough understanding of the needs and preferences of the target group, analysis of market trends and competition, and timely adjustment of marketing strategies. Successfully combining product, price, place and promotion can provide sports organizations with competitive advantages in an increasingly demanding sports market. The conducted research in the form of a survey proved that the UEFA Champions League is one of the most popular sports events and is followed by a large number of fans and spectators. The research results confirm the importance of marketing activities in sports events and their great impact on financial results as well as a positive impact on the perception and engagement of sports clubs. |
