The Expected Effects and Limitations of Sports Marketing and Media

다국어 초록 (Multilingual Abstract)

The purpose of this study is to comprehensively understand the expected effects and limitations of media sports. Due to the recent development of media sports, people are more interested in sports themselves. Such people spend money on the media and become interested in a wider variety of sports. This study was conducted as a focus group, and the opinions of a total of 12 people are as follows: Media and sports are very related because the development of media creates an opportunity for consumers to participate in the sports market. Consumers spend money because they want to watch various sports games through the media, and the more money they have, the more companies invest in the media. In addition, famous sports players tend to appear in advertisements to promote companies' products or services, and consumers buy them. Companies invest a lot of money in these famous sports players, and through this process, the size of the sports and media market increases. However, since media sports are not always successful in the market, it is necessary to accurately identify and provide the services that consumers want. In addition, consumers do not purchase products or services sponsored by the company when a famous sports player in an advertisement is associated with a social problem. For this reason, it is important for companies to consider a number of factors when selecting a famous sports player as an advertising model.