Basic Marketing Strategies and Marketing Mix in Small-Scale Sports Events

The main purpose of this chapter is to explore how small-scale sports events are marketed and what issues are important when marketing them. For this purpose, literature review was made by considering the issues related to event marketing. The success of events depends largely on their marketing. Especially considering the important effects of these events on the location, it is important that the marketing plan process of small-scale sports events, who the event consumers are, why they want to participate in the event, and how they follow the process participate in the event. In addition, it is an important issue why the 5W's of marketing are important for small-scale sports events. The marketing mix of small-scale sports events, which is created to address these questions, and IMC, which is developed specifically for events, are two of the most important tools in event marketing.

Sports Management, Project Management, and Sports Event Management

Event management requires the use of project management and organizational skills to envision, plan, and execute social and business events. It involves studying the brand, identifying its target audience, devising the event concept, and coordinating the technical aspects before actually launching the event. Individuals who develop expertise in event management work in principle with budgets, schedules, and vendors and third-party service providers, and community stakeholders guaranty that they create successful events that meet the needs of their organization or the expectations of their client.

Small-Scale Event Volunteering

Volunteers are the main driving force and absolutely necessary for the smooth organization of small-scale events. Through the description of the volunteering concept regarding the events, the readers are getting deeper into the volunteerism perception. This chapter presents the volunteering motivational factors based on selective bibliographical sources. It also gives emphasis to the volunteerism link with the community. Insights from three small-scale sport events are provided with a view to helping the reader comprehend the working areas where volunteers may offer their services and the package that they gain after their contribution.

Different Types of Sport Events

The chapter shows the variety of sporting events and hints at the potential of developing these alternative activities. In order to pursue the above objective of the chapter, the various criteria for categorizing sporting events are presented first. The chapter then focuses on providing relevant examples to inform the reader about the practices and trends of sporting events that are prevalent internationally. The reality of the emergence of a variety of sporting events and activities locally and internationally is an element of interpretation of modern lifestyles. At the same time, a careful study and analysis of the varieties and types of sports, facilitates managers, and designers of sports activities and sports programs at a visitor destination is presented to identify easily opportunities for their development and exploitation.

Expenditure Behaviour and Satisfaction in Motor Sport Events

This chapter examines the differences in expenditure and satisfaction among first-time and repeat spectators at a motor sports event. A structured questionnaire was developed, and data were collected on site via 318 interviews carried out during the 2019 Federation Internationale de l'Automobile World Rally Championship in Sardinia. Data were analysed by running a series of descriptive analyses, independent t-tests, and regression analyses. The results show that repeaters are more satisfied and spend more when compared to first timers. This study helps to extend the scientific debate related to the growing, and often still inconsistent, comparison of first-timers' and repeat visitors' behaviours by offering insights from a motor sports event, where little research exists so far. Based on the findings, managerial implications are discussed, and suggestions for further research are given.

Small-Scale Sport Event Planning

Event planning remains one of the core elements for the success of small-scale sports events. In the case of for-profit organizations, a small-scale sport event may be planned to increase awareness of a new product or service, whereas a small-scale sport event may be organized by not-for-profit organizations to raise concerns or awareness of social and environmental issues. However, it is important that the sporting event that is being organized is in sync with the mission of the organization and must meet the expectation of the target audience. Therefore, substantial information regarding the target audience is needed. More importantly, the sport event managers must ensure that the objectives and the expected outcomes of the small-scale sporting event are smart. By developing smart small-scale event objectives and outcomes, sport event managers can distribute roles and responsibilities to team members more efficiently. During the planning phase, sport event managers also needs to take into consideration the venue to host the event, the third-party service providers, and a contingency plan.

Small-Scale Sport Events and Local Community Perceptions

With issues related to overtourism and, more specifically, tourismphobia, the impacts of any tourism-related activities are being scrutinised. Events falling under this category are therefore being scrutinised. Community events having been hailed to contribute to bridge the gap between locals and visitors, this chapter is going to look at small scale events and, more specifically, community sport event in Winchester (UK). Research carried by Seraphin et al. provided evidence that locals are overall very supportive of events going on in the city. That said, the research did not look at types of events, but events overall. This chapter is therefore going to provide a close up on a specific type of event in Winchester. The results of the findings of small-scale sport events in Winchester will be compared to the findings of Seraphin et al. that are an overall analysis of the Winchester context with regards to events.

Small-Scale Sports Event Sponsorship

The readers of this chapter are expected to understand, through the description of the basic sponsorship operation procedures, the importance of supporting sport event-based business operations. To this end, following a brief introduction including a description of the international situation in the sports sponsorship market, as well as the necessary concepts, types of sponsorships, and developments, the structure of the book chapter focuses on the key elements of the content of a sponsorship management plan for small-scale sporting events. Also important is the contribution of this chapter by presenting, at the end, three small-scale sport events in clarifying how sponsors of a sporting event can be attracted and how the sponsorship exchange system can be more effective.

Small-Scale Sports Event Marketing Using New Marketing Concepts and Communication Tools

Small-scale sporting events are often characterized as local activities limited in size, support, and resources. However, they fulfill an integral social role in the vibrant lives of local communities. Sports events also attract visitors as participants and spectators, benefitting the local economy and supporting tourism activities. To deliver successful events, coordinated marketing activities should be developed in a cohesive marketing plan. Every sports organization can implement effective marketing tools to increase the visibility of their event and enhance satisfaction among a variety of key stakeholders. This chapter outlines a manageable plan of marketing activities that will improve the odds of a successful event.

Organizing Small-Scale Sports Events

The purpose of this chapter is to have a further understanding of the issue and challenges of visitors in attending the small-scale sport event (SSSE). Although visitors are interested in mega-events, several SSSE is also organized, as SSSE can be a part of the tourism products. Understanding the issues and challenges will enhance SSSE to become one of the popular attractions for local tourism products. The issues that are being faced by the event organizers are insufficient facilities, the age limit of the participant, safety, the event quality, and the suitability of the location. This understanding will enhance the image of the small-scale sports events. Consequently, the organizer of small-scale sports events should better design the events and ensure that it will become an attraction for the enrichment of the local tourism products.