MARKETING IN SPORTS ON THE EXAMPLE OF ENGLAND PREMIER LEAGUE

U modernom poslovanju marketing zauzima jednu od ključnih uloga u poslovanju poduzeća pa tako i u sportskoj djelatnosti. Sport, kao i sve ostalo, doživio je mnogobrojne promjene tijekom svog razvoja. Danas, sport bez marketinga gotovo je nezamisliv. Svrha ovog rada je prikazati na koje marketinške načine danas sportski klubovi i organizacije ostvaruju prihode. Jedna od marketinški najatraktivnijih i najunosnijih sportskih organizacije je i engleska FA Premier liga. U posljednje vrijeme statistički pokazatelji, ali i brojni naslovi portala te novinskih naslovnica nam prikazuju enormne količine novca koje klubovi troše, ali i zarađuju tijekom svog poslovanja. Svrha ovog rada je i donekle dati odgovor na pitanje odakle sav taj novac klubovima u najjačem engleskom nogometnom rangu i koje su to marketinške i druge aktivnosti kojima se oni uspješno bave i time doprinose zaista uspješnom poslovanju.In modern business marketing occupies a key role in the operation of enterprises and thus in the sports activities. Sport, like everything else, experienced many changes during its development. Today, sport without marketing is almost unimaginable. The purpose of this paper is to show the marketing ways in which sports clubs and organizations generate revenue today. One of the most attractive and most promising sports organizations in the world is the English FA Premier League. Recently, the statistical indicators, as well as the numerous headlines of the newspapers and news portals, show us the enormous amounts of money that clubs spend and earn during their business. The purpose of this work is partly to answer the question of where all this money comes from in the strongest English football rank and what are the marketing and other activities that they successfully deal with and there by contribute to the truly successful business