Commercial dynamics in professional sports organizations

Abstract:

Professional sport is a commercial product. It was born from the confluence of strategic and tactical elements in the management of the business in the leagues and clubs. It is responsible for generating the income necessary for them to function in sport and financial balance. Some leagues and clubs are successful in this aspect, others not so much. In particular, in Latin America the results are usually unfavorable. What is the reason? This article aims to characterize the commercial dynamics in professional sports organizations, with an emphasis on Latin America. The article uses a methodology of documentary analysis, which allows a descriptive investigation. It proposes a novel approach to the strategic and tactical elements of the product, calling them sources and forms, unified in a commercial portfolio. In addition, relationships are detailed between these, creating the bases for its later modeling. It concludes with an analysis that seeks to explain the reasons for the gap detected between successful and unsuccessful cases, as well as to properly argue the actions in Latin America, leagues and clubs to follow, to improve their current position, and to achieve the competitive and financial equilibrium.

Año de publicación:

2017

Keywords:

• Product forms
• Show
• SPORT
• Product
• Product sources

Fuente:

scopus