Purpose: The main aim of this work was to evaluate the effectiveness of how Polish Sport Federations (PSF) function in the opinion of athletes who represent the country in various sporting disciplines. The following research questions were posed: in what way do PSFs support athletes representing the country in selected sporting disciplines? Do members of national teams have an influence on the activity of PSFs and what is their satisfaction in that matter? Methodology: The research consisted of two parts: individual in-depth interviews (N=10) and a diagnostic survey based on a questionnaire study (N=102). The research included athletes in both individual and team Olympic sporting disciplines. Findings: PSFs strive to support their athletes mainly in terms of providing them with sport equipment, organizing and coordinating competitions and training camps, as well as health care, however the low level of engagement of PSFs was noted in marketing and providing information, as well as in financial support for athletes. Athletes declared high expectations regarding the transparency of their federations as well as better decision-making and access to information Implications: Polish Olympic athletes expect from the PSFs that represent them an approach based on partnership as well as consideration of their strategic position as a group of key stakeholders. PSFs thus seem to face a serious challenge to transform their approach in how they relate and communicate with their key stakeholders and to recognize that it is essential to ensure their satisfaction with their cooperation.
Background: Recently, there has been a dynamic development of sports sponsorship, which is becoming an alternative to conventional advertising. One of the main methods of sponsorship evaluation is the media value assessment of the brand exposure involved in this form of promotion. The aim of this study was to determine the leading sports disciplines in the aspect of the media value they generate and to indicate the effectiveness of sports sponsorship according to conventional advertising activities.
Material and methods:The authors accepted the thesis that the popularity and specificity of sports disciplines have the key importance in the effectiveness of sports sponsorship. The subject of the research was the media data obtained by companies sponsoring sports events broadcast on Polish television channels. Mostly, empirical research carried out in 2015, 2016 and 2017 by Pentagon Research was used.
Results:The conducted research confirmed the dominance of football over the remaining disciplines in terms of popularity and attractiveness of the programming offer on television.
Conclusions:The disciplines that have a high probability of sustainable, high popularity in the coming months or years also seem to be most valuable for marketing strategies. Obviously, this popularity will affect the result of the media value.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.