The aim of this article is the analysis of a sports organization’s operation focused on its marketing communication to reveal space for improvement. This leads to the support of sponsorship as a part of the organization’s sustainability. The analysis was based on the secondary data collected. The result was the identification of the current state of the organization’s marketing communication. This situation was connected to its impact on sponsorship and attraction of new athletes. The case study approach included research activities performed in the field, involving the creation of marketing content and the preparation for further content planned. The created content included professional marketing photographs taken on the premises of the organization. The planned content included a script for a video to be used in the marketing communication. The research thus goes beyond the analytical level straight to the application of the partial results. The findings build a knowledge base for the sports managers dealing with marketing communication and relationships with sponsors. Therefore, they are applicable in the training and education of present and future sports organizations’ managers.
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