Abstract
Sport marketing in the Commonwealth of Independent States (C.I.S.), formerly the Soviet Union, is best described as being in the embryonic stages. The recent political changes experienced by these states and the adoption of a market-based economic system have been regarded as both a blessing and a pox. Runaway inflation, high unemployment, and the privatization of businesses, all of which were formerly government owned and financed, have combined to produce not only many problems for the populace of these states but also many marketing opportunities for entrepreneurs, including those related to sport.
The Russian chief of sport information conceived a sport-marketing seminar to which he invited over 250 sport managers from throughout the Commonwealth. Leading these sessions were sport-marketing specialists from the United States.
Upon conclusion of the seminar, it was suggested that to continue to provide athletes with high-quality training, the agency concept, whereby athletes are subsidized in return for a percentage of future earnings, should be established and athletes, encouraged to participate.
Also recommended was the development of a sponsorship program designed to attract both domestic and international team and event sponsors. A further suggestion was to increase the awareness level of CIS teams (and their sponsors) through wider game broadcast and reporting of game results via radio and television.
Team logo licensing for use on sport and sport-related products was also encouraged. The licensing and sale of such items should be directed towards both the domestic and international markets.
Finally, domestic and international sponsors and licensees should view all sport marketing opportunities from a long-term perspective with respect to commitment and return on investment.
Get full access to this article
View all access options for this article.