Zuzana Trojakova

Managing Marketing in the Slovak Athletics Federation

The reason this work has been carried out is to review real performance of Slovak Athletics in marketing, to compare it with theoretical concepts covered in respective module and to highlight areas that are not working correctly. The purpose is to demonstrate the importance of marketing and its role in overall development of NF and athletics in Slovakia.

Marketing is one of the weakest parts of the management of the Slovak athletics federation and is affects many other results of the federation´s activities. Cooperation with strategical partners, business partners, athletes, coaches, fans and other stakeholders need to have a clear aim supported by the marketing strategy of the federation. If this part of the business model is missing, we can expect serious issues in the functioning of the sport on the national level reflected in the international level. To avoid this situation, a few solutions like outsourcing, education or wider marketing cooperation has been recommended.

Organising Major Sport Events in the Slovak Athletics Federation

The reason this work has been carried out is to help Slovak Athletics Federation to decide to organise major sports events and to find out the reasons why to/not to apply for them. The purpose is to show the opportunities to organise major championships and to emphasize the positive and negative parts of such activities.

Organising a major sport event is one of the biggest opportunities of Slovakia and the national federation in helping the sport in its further development. Management of the Slovak athletics federation is already aware of this fact and after twenty years, they are going to host one of the first major championships: European Cross country championships in Samorin. But why did it take so long and what are the impacts of these activities – that is involved in the content of this case study. Cooperation with strategical partners, business partners, athletes, coaches, fans and other stakeholders need to have a clear aim supported by the marketing strategy of the federation.

Author:

Zuzana Trojakova

Communication and PR

Slovak Athletics Federation

Contact:

SAZ, Bajkalská 7A, 831 04 Bratislava, Slovakia

ztrojak@centrum.cz

 
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