Management of Names and Trademarks and Its Impact on the Marketing Strategies of the Sports System

Scientific Journal of Sports Science and Arts, Faculty of Physical Education for Girls, Helwan University February Issue – Part 6 – 2019 Accepted for publication on: August 9, 2018

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Author: Dr. Hamada Eid Nawar Al-Antably

Study Overview: This study aimed to identify the integrated approach to brand management, determine the marketing strategies necessary to build and maintain a strong brand equity for the sports system, examine the current practices of the sports system in managing its brand and their impact on targeted marketing strategies, and outline the requirements that sports systems must meet to build high brand equity. The researcher employed a descriptive survey methodology.

Participants: The study sample consisted of 177 individuals selected randomly across various entities:

Ministry of Youth and Sports: 54 individuals.

Egyptian Olympic Committee: 22 board members and employees.

Sports Federations: 53 board members.

Sports Clubs Marketing Managers: 14 individuals.

Sports Clubs Board Members: 34 individuals.

An additional pilot sample of 30 individuals (outside the main research sample) was used to calculate scientific coefficients. Data collection tools included personal interviews and questionnaires.

Key Findings:

A strong brand and competitive advantage cannot be built for a trademark without a thorough understanding of competing brands.

Brand development requires changing the marketing strategies and tactics of the sports organization.

A trademark enables its owner to manufacture sports products bearing its logo, distinguishing them from others.

The type of brand directly influences the marketing strategies related to the elements of the marketing mix for the sports system.