Sports ecosystem and theoretical model: guidance for sports marketing
DOI:
https://doi.org/10.5007/2175-8077.2020.e69999Abstract
Sports marketing is a reference for the generation of profits for sports entities incorporating sponsorships lined up to value chain marketing activities in a customer-oriented marketing plan. The marketing of sport focuses on sport as an event or entertainment. And, marketing through Sport focuses on products and services. This paper aims to introduce five frameworks of sports ecosystems and a theoretical model in order to promote business and marketing strategies focused on fans as a consumer in Brazilian sports clubs. This paper aims to introduce four sports ecosystem business models to marketing professionals as assumptions for implementing and applying market orientation to sports clubs. However, the authors want to establish sports ecosystems as inputs or assumptions for preparing a marketing plan for sports entities. Sports Marketing depends on sponsorship for designing, executing, and controlling the sports entities' value chain by offering benefits to fans passionate for their sporting teams.
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