Marketing and Communication in Romania’s Next Sports Decade: Identifying Key Success Factors in the National Strategy for Sport 2023
Marketing and Communication in Romania’s Next Sports Decade: Identifying Key Success Factors in the National Strategy for Sport 2023

Summary/Abstract: Sports in Romania is experiencing a surge of popularity and desire to improve in all areas, after years of decline in which the statics have raised concerns. Enabling this industry with a clear plan and raising the standards is paramount for the future development of the sports scene. In this context, the present paper aims to explore the National Sports Strategy of Romania (NSS23), with the objective of identifying key success factors related to marketing and communication and determining whether they can be measured against future success. A content analysis of the NNS23was conducted. Compliant items include clear objectives and methods, a statement of ownership and responsibility, and the beneficiaries. The analysis revealed that the document is missing some data, such as limitations, terms of quality and resources, which must be included to measure the success of the strategy. Additionally, it was found that in its current form, the NSS23 cannot be accurately measured against future success due to the lack of financial and capacity resources related to marketing and communication. Suggested amendments can help to ensure that the strategy is complete and can be properly assessed against future success. Future research directions are proposed to explore the NSS23.

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