AD ALTA
JOURNAL OF INTERDISCIPLINARY RESEARCH
is a link between the marketing activities of the club and
supporters' satisfaction. From the possible statistical analysis we
choose Person's Chi-square and Cramer's V.
Table 2 Chi-Square test
Answer
Pearson
Chi-
Square
Value
df
Asymptotic
Significance
(2-sided)
Cramer´s V
Contact with fans
427,701
20
,000
,817
Involvement of fans
into the game
392,813
20
,000
,783
Mood creating at
matches
353,674
20
,000
,743
Prize games
385,797
20
,000
,776
Information service
354,549
20
,000
,744
Event promotions
3747,173
20
,000
,765
Printed information on
matches
330,191
20
,000
,718
Activities of
sponsoring companies
during matches
407,786
20
,000
,798
ETO shop offer
363,329
20
,000
,753
The investigation revealed that there is a relationship between
the two variables. Investigated correlations show strong
significant relationship in all cases. So the better the club's
marketing activities are, the fans are more satisfied and more
loyal. It can be noticed that they participate more and more in
activities organized by the club, also plays a great role in their
daily lives “to belong” to ETO. According to this we accepted
the hypothesis.
3 Conclusions
The study presented the sports marketing, marketing
communications and sponsorship through the empirical literature
research and process, as well as the example of chosen sports
club through an empirical research. The sport has a huge
influence on the world of marketing by its popularity. The
relationships between sport and business have bigger
significance; millions of funds are carried out by rotating money
in each business area of sports activities, so the economic effect
is not in question. Within the framework of our research a
quantitative survey was carried out between the club's fans,
which results were compared by the club’s communication
manager’s interview results. Overall, the aim of the research was
to present a well-known sports club’s rudimentary and current
marketing activities in practice. The Győr Audi ETO KC was
not so marketing-oriented before like nowadays. Development
progress can be connected to the advancing age. The club's
management was forced to use a wide range of marketing tools
and involve the business community into operation if they want
to contain their success. They nurture their sponsor relationships
at a high level, ongoing communications, events, services are
associated with sponsors, and in addition they regularly look for
new sponsors. From the part of the fans it can be said that they
are satisfied with club’s activities and with public relations.
According to their opinion at some areas they have some gaps.
We would propose to examine the reasons for the shortcomings
by: market research methods, surveys, invitations for the fans,
forums and seek development opportunities. Overall it can be
said that for today marketing business has become an integral
part of the sport. It is essential to maintain a successful sports
organization.
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Primary Paper Section: A
Secondary Paper Section: AE
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