Wykorzystanie marketingu przez sport w górskich imprezach biegowych

Abstract

In the years 2011–2012, the number of participants in the fifty most popular running races in mountain areas in Poland was about seven thousand. The main objective of this article was to determine how companies can use marketing through sport in mountain running races. An online survey was employed to collect data. More than two hundred runners completed the survey and sent it back. Analysis of the data found the characteristics and elements which are associated with running races in the mountain area and also identified preferences in this sport. The results showed that mountain running races are associated with difficulties to overcome, rich variety of landscape and numerous elevations. For instance, such aspects may be used by the insurance industry. It is important to create marketing strategies based on the opinions of participants in sporting events, which allows companies to meet the mountain runners’ expectations. Key words: running race, marketing through sport, product, advertising, research