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Specification of consumers’ behaviour in sport

Summary/Abstract: Specification of consumers’ behaviour in sport is strictly related to their very emotional approach towards a sports product as well as to a very high degree of loyalty towards sports brands that a sports fan is attached to practically all throughout his life. The above elements influence the scope of marketing actions, therefore a minute customer segmentation and specification of target markets are very important. Sport, being one of the entertainment methods, faces a difficult challenge of competing with other ways of spending consumer’s free time. Sports organizations that will implement the rules of marketing management based on partnership marketing rules along with the development of long-term relations shall be successful on the market. Changes of individual consumer preferences, growth of interest in sports and cultural events as well as growing significance of positive image development turn sport into a very interesting promotional area for enterprises that apply sports marketing tool. Still, in order to spur a professional development of this area in our country, each organization needs to identify their target group, i.e. potential customers of the sponsor and to carry out regular research and analyses. The article points to the need of carrying out a detailed scientific research on consumption in sport which will take into account the interests of various stakeholder groups that constitute a network of connections and relations on local, domestic and international markets of sport and entertainment.

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