Sport Management Studies

Investigate the coronavirus damage to the marketing mix in sport with an emphasis on distribution and promotion

Document Type : Research Paper

Authors

1 PHD student, Faculty of physical education and sports sciences, Tehran university

2 PHD student, Alborz campus faculty, Tehran university

Abstract
Two important elements in the sports marketing mix are promotion and distribution, that failure of them causes irreparable damage to the sports industry. The purpose of this study is to investigate the coronavirus damage to the marketing mix with an emphasis on distribution and promotion. In this study, texts and articles related to the coronavirus and its effects have been searched. The statistical population, and all available resources, is related to the topic related to the title. According to the descriptive orientation of this research, the necessary data have been collected and analyzed from library sources and documents available in full online, based on the "systematic review" method. 41 related articles from articles indexed in the databases of Google Scholar, Science Direct, Research Gate, Taylor & Francis, and Iran Doc, used. The results show that the damage caused by the coronavirus crisis to the mix of distribution and promotion in sport has caused irreparable damage. The inefficiency of the communication network for the distribution of sports goods due to the closure of stores on the one hand and also the closure of sports venues as a place for providing sports services, on the other hand, has caused disruption and financial losses in the distribution element (place). Also, in the promotion section, the postponement of sports leagues and the absence of fans in the stadiums has caused a lot of financial losses in the field of advertising and media.

Keywords

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Sport Management Studies
Volume 14, Issue 74 - Serial Number 74
September and October 2022
Pages 249-272

  • Receive Date 16 September 2021
  • Revise Date 06 March 2022
  • Accept Date 25 April 2022

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