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1
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Off-Field Competition at Major Sport Events. Case Study of 2010 FIFA World Cup South Africa™

100%
Piątkowska M., Żyśko J.
Physical Culture and Sport. Studies and Research
|
2010
|
vol. 50
|
issue 1
118-132
EN
Over the past twenty years sponsorship has outperformed all other marketing communication tools in terms of growth. With their massive audiences, major sport events create great opportunity for global companies to showcase their brands and products. Due to rapidly rising costs for securing sponsorship rights, ambush marketing has emerged as a growing option for different kind of companies.The aim of ambush marketing is to obtain more of the gains associated with an official event sponsorship but without incurring the same extent of its costs. "Ambushers" are becoming increasingly astute at developing ways to circumvent legal attempts to control non-sponsor marketing strategies.Therefore, the aim of the paper is to introduce and categorize various ambush marketing methods and counter-ambushing strategies. As ambush marketing has shifted over time from broadcast sponsorship campaigns and venue surrounding advertising to more off-site venue marketing, it is also important to analyze how the organizers of major sport event prevent the event itself, the sponsorship rights and how they deal with ambush marketing issue. The case of 2010 FIFA World Cup South Africa has been studied.
2

Challenges That Make/Break the Athlete’s Quest to Become an Entrepreneur: A Qualitative Study About Fans’ Perceptions

100%
Hasaan S. A., Nawaz S., Iqbal S. J., Khalid J.
Physical Culture and Sport. Studies and Research
|
2018
|
vol. 79
|
issue 1
53-61
3
Content available remote

Do Major Sports Events Enhance Tourism Destinations?

75%
Zagnoli P., Radicchi E.
Physical Culture and Sport. Studies and Research
|
2009
|
vol. 47
|
issue 1
44-63
EN
A growing number of destinations are utilizing sport events as a strategic tool for revitalizing and re-qualifying themselves. The aim of this paper is to explore the value of sport events in enhancing the "quality" (in terms of image, tourist attractiveness, quality of life, etc.) of a tourist destination. This assessment is based on a case study analysis regarding the effects of sport initiatives adopted by a number of cities and countries in Italy, Europe and worldwide. The findings suggest that sport events can have different implications for host destinations: from fostering an economic and social urban "regeneration", to putting a city on a worldwide tourist map, or even changing the unequal participation of a country in the global economy.
4
Content available remote

Sport and Physical Activities in the Czech Republic

51%
Sekot A.
Physical Culture and Sport. Studies and Research
|
2010
|
vol. 48
|
issue 1
44-65
EN
The situation on the field of physical/sportive activities in Czech Republic has been affected in the course of recent decades with fundamental political, economical and cultural changes of transforming society and general situation of workforce in context of sedentary society in particular. To contribute to increasing knowledge of the present-day position of sport in the Czech Republic means to search the relevant relations of municipalities and their policies to various levels of sport. To discuss the situation of sport includes describing the present position and role of sport activities in different societal and demografic parts of society too. From the perspective of the situation in sport delivery at the municipal level it must be borne in mind that there are diverse voluntary sports organizations in existence within the municipality, and, naturally, there is also the private sector. Underlying health determinants of a socioeconomic nature play a major role in causing vulnerability to health risks, including obesity as relevant negative reflection of passive way of life. Representative documents retrieved on national and school policies reflected by findings of the PREVOB Project confirmed mutually dependent and interconnected topical issues like nutrition policy and physical activity policy. The phenomenon of physical/sportive activity is connected with lifestyle behaviours. The most critical policy area on physical/sportive activity is the sole fact of sedentary nature of contemporary society: a very high level of prestige of sport and sportive activities in Czech society is incompatible with a very low level of practical regular physical or sport activities.
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