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2018 | 10 | 4 |

Tytuł artykułu

The desired directions of the development of marketing strategies adopted by the Ekstraklasa clubs on the basis of a comparative analysis of the revenue structure of the leading Ekstraklasa and Premier League clubs in 2016 and 2017 (using the analysis of annual reports and financial statements as well as the Norton and Kaplan mode

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Warianty tytułu

Języki publikacji

EN

Abstrakty

EN
Background: ‪In the article below the authors will try to answer the question about the usefulness on the Polish market of a marketing and management strategy of a sports enterprise, based on the Norton and Kaplan models, based on the examples functioning in the Premier League. Material and methods: ‪For the purpose of this work, the authors have analysed the literature. In addition, annual reports of the Football Business of Ekstraklasa from the seasons of 2015/2016 and 2016/2017 made by the official auditors, Ernst & Young Global Limited, were reviewed presenting the financial data of the Ekstraklasa SA clubs. Results: In the circumstances of the Polish Ekstraklasa, the revenues of clubs are growing on a regular basis, and such a trend continues invariably since the company responsible for organising games has been established. The top clubs which compete for a championship in both Polish and English leagues generated positive revenue. Conclusions: It seems reasonable to conduct research focused on economic and organisational models that are designed to facilitate the achievement of the anticipated level of economic effectiveness – this includes both rather universal models as well as specific models that are used to realise different strategies. Taking into consideration the sphere of the club’s activities related to the implementation and monitoring of the sales and marketing strategy becomes an important problem.

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Twórcy

autor
  • Department of Management in Sport, Chair of Sport, Faculty of Physical Education, Gdansk University of Physical Education and Sport, Gdansk, Poland
autor
  • Department of Management in Sport, Chair of Sport, Faculty of Physical Education, Gdansk University of Physical Education and Sport, Gdansk, Poland

Bibliografia

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  • [4] Jabłonski A, Jabłonski M. Strategiczna karta wynikow (Balance Score Card). Teoria i praktyka [Balanced scorecard. Theory and practice]. 1st ed. Warszawa: Difin SA; 2011, 86. Polish.
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  • [7] Mullin BJ, Hardy S, Sutton WA. Sport Marketing. 4th ed. Human Kinetics; 2014, 180.
  • [8] Hopkins T, Kench B. Selling for Dummies. IDG Books Worldwide; 1995, 9.
  • [9] Przychody w CIT – zasady ogólne [Revenue in CIT. general principles] http://www.finanse.mf.gov.pl/documents/766655/b4012317-ac90-43ff-b11e-c911c184d23c [Accessed on 8 February, 2018]. Polish.
  • [10] Ustawa o rachunkowosci [Polish Accounting Act] of 29 September, 1994. Dz. U. [Journal of Laws] of 1994, No. 121, item 591, consolidated text of 27 November, 2017, Dz. U. [Journal of Laws] of 2017, item 2342. http://prawo.sejm.gov.pl/isap.nsf/download.xsp/WDU19941210591/U/D19940591Lj.pdf[Accessed on 8 February, 2018]. Polish.
  • [11] Rozporządzenie Komisji (WE) Nr 1126/2008 z dnia 3 listopada 2008 r. przyjmujące określone międzynarodowe standardy rachunkowości zgodnie z rozporządzeniem (WE) nr 1606/2002 Parlamentu Europejskiego i Rady [EC Commission Regulation No 1126/2008 of 3 November 2008 adopting certain international accountingstandards in accordance with EC Regulation No 1606/2002 of the European Parliament and of the Council] https://www.pkfpolska.pl/biblioteka-msr-mssf-3333 [Accessed on 8 February, 2018]. Polish.
  • [12] Manchester United, Investor presentation 2017, 21. http://ir.manutd.com/~/media/Files/M/Manutd-IR/events-and-presentations/pdf/180205-investor-pres-lr.pdf [Accessed on 28 March, 2018]. The sum is based on the average rate as of 29 December, 2017 stated by National Bank of Poland. Table 251/A/NBP/2017.
  • [13] Raport Rynek Sponsoringu Sportowego 2018 [Report on the sport sponsoring market 2018]. Wroclaw: Sponsoring Insight; March 2018, 8. Polish.
  • [14] Ekstraklasa Piłkarskiego Biznesu 2016 [Polish Football Business Report 2016]. Warszawa: Ernst & Young Global Limited; 2016, 62-63. Polish.
  • [15] Ekstraklasa Piłkarskiego Biznesu 2017 [Polish Football Business Report 2017]. Warszawa: Ernst & Young Global Limited; 2017. Polish.
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  • [17] Jeruzalski T. Efektywnosc i skutecznosc wdrazania systemow IT w administracji publicznej. Wspomaganie procesow podejmowania decyzji [The effectiveness and efficiency of implementing IT systems into the public administration. Supporting decision-making processes]. Warszawa: CeDeWu; 2009, 127. Polish.
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  • [19] 4 perspectives of benchmarking in the Balanced Scorecard by Norton and Kaplan – pillars of strategy. http://balancedscorecard.org [Accessed on 1 July, 2018].

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Bibliografia

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