Micheala Kováčik Grendelová

Managing Marketing in the Slovak Figure Skating Association

The reason to carry out this case study was to create a general scheme applicable on marketing issues of all National Federations, to evaluate the role of marketing in the Slovak Figure Skating Association, to learn from the success parts of marketing – such as 2016 ISU European Championships in Bratislava – and help to increase the  potential of the NF marketing presentation to a professional level.

The field of research is the role of marketing within the Slovak Figure Skating Association, which is the umbrella organisation for 542 registered figure skaters, 32 clubs, 42 referees and 120 coaches in Slovakia.

The Slovak Figure Skating Association is one of the smaller Associations in Slovakia. Because of the insufficient funding and therefrom resulting understaffed NF, the federations authorities don’t evaluate marketing  as one of the priorities. The success of the European Championships 2016 in Bratislava was underlined by a huge increase of popularity of figure skating in Slovakia. The media value of materials printed in Slovak media in the year 2016 reached over 1,5 million euro.

Methodology that was used to carry out the analysis was problem and goal tree analysis and SWOT analysis.

Although the importance of marketing planning has grown, mainly thanks the European Championships 2016 in Bratislava, there is a lot to be improved at the federation level. It seems, that the strongest possibility to make profit and increase the funding of such a small federation with help of professional marketing is to organise a major event, which impact is overreaching the national borders.

Due to insufficiency and delay in marketing communication there is a smaller amount of commercial partners involved in the federation activities. Assuming that this is an untapped pending possibility for improvement. The reasons were variable, we assume that one of them in general is  underestimating the importance of marketing. It seems marketing is not evaluated by the NF authorities to play a essential role for the function of the organisation.

Organising Major Sport Event in the Slovak Figure Skating Association

The reason to carry out this case study was to evaluate the real performance of the Slovak Figure Skating Association in terms of organising and to create a general scheme applicable on all major sports events organised by all National Federations, to evaluate the organising of the 2016 ISU European Figure Skating Championships in Bratislava, to learn from the success parts of the organisation and to avoid the failures by the future event organising.

The field of research is the major event organised by the Slovak Figure Skating Association, which is the umbrella organisation for 542 registered figure skaters, 32 clubs, 42 referees and 120 coaches in Slovakia.

Because of the organisational success of the Europeans organised in Bratislava in 2001 decided the Slovak Figure Skating Association to bid for the 2016 Championships. The success of the event was underlined by a huge increase of popularity of figure skating in Slovakia. There were almost 800 articles published in 5 Months about this sport in Slovak media. There was also a considerable financial benefit for the National Federation, in terms of multi-year budget improvement.

Methodology that was used to carry out the analysis was problem and goal tree analysis.

Although the event was a success, there were some areas to be improved. Due to delay in marketing communication there was a smaller amount of commercial partners involved. Assuming that this was an untapped possibility to increase the profit of the Championships. The reasons were variable, we assume one of them is  underestimating the importance of marketing. In general, it seems marketing was not evaluated by the NF to play a essential role for the function of the Organising Committee.

Author:

Michaela Kováčik Grendelová

PR and media manager

Slovak Figure Skating Association

Contact:

Michaela Kováčik Grendelová

Legionárska 15, 831 04 Bratislava

Slovakia

grendelova@sprmedia.eu

 
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