Community marketing in the sports industry (on the example of running)

Abstract

Nowadays, sport is an independent industry that has its own principles of functioning, characterized by the specifics of the stages of development, therefore, the isolation of sports marketing as a set of measures to promote individual sports, sports events, and brands through the field of sports is quite understandable. The decrease in the effectiveness of traditional approaches in marketing creates a need to find new tools for promoting sports products. Approaches to understanding the sports industry and sports marketing are analyzed, the author’s interpretation of these terms is given. The intensive consolidation of competition in the sports market actualizes the role of marketing activations implemented by its subjects. The direction of community marketing in the field of sports attracts attention. It was revealed that communities are a platform where members can make new acquaintances among like-minded people. The current trends in community marketing in relation to various areas are considered, the goals and objectives of the direction are disclosed, the conditions necessary for the existence of brand communities are considered. The relevance of the study is ensured by considering the practice of companies in the field of community marketing in promoting sports brands. The most striking cases of the Adidas brand in the use of community marketing are analyzed. The purpose of the study is to clarify the content of community marketing in the promotion of sports brands.