Content Marketing in Sports Small & Medium Enterprises

The aim of this thesis was to provide a showcase how important and vital content marketing has become for sports small and medium enterprises due expanded network and use of social media for marketing purposes. This has enabled a new generation of marketing to be born, a one that has main goals in focusing on using content marketing to sell and promote both products and services, which further has helped to build brands for individuals, small companies. The research focuses on the importance and current situation of content marketing in sports small and medium enterprises. Another significant topic is Generation Z. In the research primary data was the main method used for research. The primary data consisted of articles, official statistics, blog writings, as well as interviews of entrepreneurs of sports small & medium enterprises. Generation Z is one of the vital parts for the research regarding the generation’s views towards content marketing approach, and as an example of a customer base for marketing of sport services by small & medium enterprises in the mentioned marketing field. This is due to the fact that the author of thesis can relate to the Generation Z mindset easily, which makes it easier to set yourself in the perspective of a potential customer base