The efficiency of a company’s activity resides in designing and managing a long term relationship with the athletes, spectators, sponsors and community.
The relationship with any of these four shareholders can be addressed through public relations, a marketing communication technique that brings value both for the company sending the message, and for other categories interested in its well-being;
The effective use of Public Relations in sports can generate conversion, facilitate sport representatives positioning, and maintain continued sport sustenance.
In the last couple of years, some of the most defining features of contemporary sport is the way in which globalization has informed businesses related to sports, the organization of sporting competitions as well as the multidirectional flow of athletes across local, national and international borders.
By all accounts, the sports industry has enjoyed prolific growth in the last decade, KPMG notes that the entire global sports market – including infrastructure, events, training and sports goods – is estimated to be worth between $600-700 billion year and its growth outpaces the GDP growth of most countries.
Meanwhile, research shows that the global sporting goods market between 2016 and 2018 was valued at roughly $318 billion, and has experienced annual sales increases of roughly 4.3%– a rate 1.5 times greater than the broader consumer sector according to Macquarie Research; it is on course to continue growing by up to 5.6% until 2020.
Having a plan in place to maximize representation and reputation in sports is paramount.