Formatting sport organization image as a competitive advantage trying to attract more sponsors

Abstract

Growing sport phenomenon as a branch of businessstimulates to analyze sport industry participants activity, which is now dynamical and requires specific knowledge. In our days industry produces various sport products where competition is very big, that is why it is essential to analyze how sport organizations achieve competitive advantage. One of the methods is image formatting. The article consists of four parts. The first part formulates the problem, aim and objectives of the article. The aim of the article is to ascertain how a sport organization image is formatted as a competitive advantage, trying to attract more sponsors. The aim is achieved with the help of the objectives formulated that seek: 1) to analyze and to identify what factors to determine and strengthen sport organization image, 2) to explore whether a formatting sport organization image is a competitive advantage and how it is formatting, 3) empirically verify whether a properly formatted sport organization image to attracts more sponsors, 4) investigate how it should be sport organization and sponsors images during cooperation, 5) to analyze theoretically and define what is proper sport organization image and empirically verify whether three parties concerned: sport product consumer, sponsor and sport organization itself identically identify formatted image. Research methodology used in the article is a comparison analysis of scientific literature, qualitative structural interview, quantitative questionnaire survey methods. In the second part there is done a scientific literature analysis and made theoretical studies of a formatting sport organization image, trying to determine the particularity of a sport organization image formatting and suggest a theoretical model version which could help to form a competitive image, which by Ferrand and Pages (1999) create bigger value and helps to get a competitive advantage. In the third part there are described researches and results which show what factors have influence on a sport organization image and their importance. Results generalization and the comparison of scientific literature analysis are carried out. The fourth part of the article presents conclusions.