효과적인 기업 촉진 수단으로서의 스포츠 이벤트

초록

The purpose of this study is to examine business advantages of sport event as a promotion tool in a company, and to establish its effective application scheme for sport organization. Nowaday, sport event is highlighted as the best suited tool for the company's marketing communication and integrated marketing, more and more companies are expected to participate in sport event. It is important for both sport organizing body as an provider and company as an sport event comsumer to make a relationship for mutual benefits. Moreover, in order to manage sport event successfully, sport organization has to maintain the value of sport event continuously, to make lots of media coverage, to guarantee an exclusive rights on sport event and to provide various opportunity of advertisement. The purpose of this study is to examine business advantages of sport event as a promotion tool in a company, and to establish its effective application scheme for sport organization. Nowaday, sport event is highlighted as the best suited tool for the company's marketing communication and integrated marketing, more and more companies are expected to participate in sport event. It is important for both sport organizing body as an provider and company as an sport event comsumer to make a relationship for mutual benefits. Moreover, in order to manage sport event successfully, sport organization has to maintain the value of sport event continuously, to make lots of media coverage, to guarantee an exclusive rights on sport event and to provide various opportunity of advertisement.