PRESS-SERVICE Monitoring Mediów was the subject matter consultant at the conference Sport Marketing Promotion held on January 28-29 in Toruń. The most renowned experts in this field were present there. Sebastian Bykowski – Director General of our company – delivered a speech, too.
Sport is becoming a friendly area for business in Poland. Entrepreneurs decide to become sponsors more and more often as the range of image benefits they can draw from such actions is growing. Also the media are more and more interested in the issues of sport marketing. These trends are reflected by the number of press publications. According to the data collected by PRESS-SERVICE Monitoring Mediów, the number of articles related to sport marketing increased almost threefold over the past five years. In 2009 there were 322 such publications.
‘Despite positive trends there are still many barriers which hinder the development of the Polish sport marketing market,’ said Tomasz Redwan, one of the most renowned experts of this market in Poland, at the conference. ‘The barriers exist on all grounds – in sport, business, and the media. The marketing awareness of sportsmen is generally low, which affects the effectiveness of their cooperation with the media and sponsors. On the other hand, businessmen often do not tap the potential that sport offers them.
A survey of Pentagon Research suggests that the value of sport sponsoring is growing fast. In 2006 it was slightly more than PLN 800m. A year later it totalled nearly a billion, and in 2008 - already PLN 1.65bn. Every year the profits from the exposure of brands are increasing, too. Football is the most profitable sport in this respect.
On the second day of the Sport Marketing Promotion 2010 conference experts focused on the potential of sport for the promotion of cities and regions. Sebastian Bykowski, Director General of PRESS-SERVICE Monitoring Mediów, presented the data which showed that press publications concerning sport issues had the biggest share in the promotion of Polish provincial capitals.
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A photo report from the conference is available in our Gallery
