| Abstract | Sport je globalna industrija koja zarađuje milijarde dolara godišnje. Marketing u sportu važan je čimbenik generiranja interesa za sport, kao i pronalaska dionika koji će u njega stavljati tako veliku vrijednost. Sportski marketing sastoji se od svih aktivnosti osmišljenih da zadovolje potrebe i želje potrošača sporta kroz procese razmjene, a njegov marketing miks sastoji se od proizvoda, usluge, cijene, distribucije/lokacije, promocije i sponzorstva. NBA liga poznata je kao izniman primjer odličnog sportskog marketinga koji se razvija od samih početaka 1946. godine. Od 50.-ih godina 20. stoljeća NBA liga našla se među glavnim igračima u popularnosti, a za to je svakako bilo zaslužno dobro vodstvo u tom periodu. U svojim počecima NBA liga uložila je velik napor u razvoj televizijskog prijenosa utakmica, što je proširilo bazu navijača. Igra se rasprostranila po cijelom svijetu, iako su klubovi iz Sjeverne Amerike. Danas NBA liga svoj uspjeh može zahvaliti marketinškim strategijama kao što su širenje globalnosti, dobri televizijski prijenosi, popularnost i angažiranost na društvenim mrežama, stvaranje i poticanje web sadržaja, širenje u inozemstvo, korištenje influencera za stjecanje novih navijača, itd. Jedan veliki čimbenik je i kult ličnosti koji NBA liga stvara oko svojih najpopularnijih igrača, čije osobnosti dolaze do izražaja u komunikaciji prema navijačima. NBA liga oduvijek je radila riskantne poteze u marketingu i zauzimala se za tehnološki napredak i praćenje pulsa javnosti, pogotovo svojih mladih navijača. To će, ako tako nastave, doprinijeti i daljnjem širenju popularnosti lige. |
| Abstract (english) | Sport is a global industry that earns billions of dollars a year. Sports marketing is an important factor in generating interest in sport, as well as finding stakeholders who will put so much value into it. Sports marketing consists of all activities designed to meet the needs and desires of sports consumers through exchange processes, and its marketing mix consists of products, services, pricing, distribution / location, promotion and sponsorship. The NBA is known as an exceptional example of excellent sports marketing that has been evolving since its inception in 1946. Since the 1950s, the NBA has found itself among the major players in popularity, and this was certainly due to good leadership in that period. In its beginnings, the NBA made a great effort to develop television broadcast of games, which expanded the fan base. The game has spread all over the world, even though the clubs are from North America. Today, the NBA league owes its success to marketing strategies such as spreading globality, good television broadcasts, popularity and engagement on social media, creating and promoting web content, spreading internationally, using influencers to gain new fans, etc. One big factor is a cult of personality that the NBA league creates around its most popular players, whose personalities come to the fore in communicating to fans. The NBA has always made risky moves in marketing and advocated for technological advancement and monitoring the pulse of the public, especially its young fans. This will, if they continue to do so, contribute to the further spread of the league's popularity. |
