Poduzetnički aspekti organizacije sportskih događaja na primjeru ATP Croatia Open Umag

master's thesis

• Title (english): Entrepreneurial aspects of organising sports events on the example of ATP Croatia Open Umag
• Author: Karla Markulin
• Mentor: Tin Horvatinović (mentor)
• Committee member: Tin Horvatinović (predsjednik povjerenstva)
• Committee member: Mihaela Mikić (član povjerenstva)
• Committee member: Andrija Sabol (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2024-09-17, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Sportski događaji, kao temelj sportske industrije, sve su popularniji i sve konkurentniji, zbog čega zahtijevaju nove i inovativne pristupe koje im nudi poduzetništvo. Marketing i promocija, upravljanje rizicima te financiranje čine ključne poduzetničke aspekte na kojima se treba temeljiti organizacija sportskih događaja. Glavni cilj rada je primijeniti navedene poduzetničke aspekte na primjeru teniskog turnira ATP Croatia Open Umag te identificirati ključne čimbenike koji doprinose njegovom dugogodišnjem uspjehu. Kako bi primijenili poduzetničke aspekte na konkretnom primjeru, prvo je bilo potrebno teorijski objasniti te aspekte te istražiti povijest razvoja i specifičnosti organizacije sportskih događaja u Republici Hrvatskoj. Rad je pokazao da ključ uspjeha ATP Croatia Open Umaga leži u učinkovitoj suradnji svih uključenih dionika, kombinaciji raznih marketinških i promotivnih strategija i alata, efikasnom primjenjivanju strategija upravljanja rizicima te diversifikaciji prihoda. Ono što dodatno pridonosi uspjehu turnira i privlačenju globalne publike je atraktivna lokacija te bogat i raznolik popratni program prilagođen za sve ukuse.

Abstract (english)

Sports events, as the foundation of the sports industry, are becoming increasingly popular and competitive, which requires new and innovative approaches offered by entrepreneurship. Marketing and promotion, risk management, and financing are key entrepreneurial aspects on which the organization of sports events should be based. The main goal of this paper is to apply these entrepreneurial aspects on the example of the tennis tournament ATP Croatia Open Umag and to identify the key factors contributing to its long-term success. To apply the entrepreneurial aspects to this specific case, it was first necessary to theoretically explain these aspects and conduct research on the history and specificities of organizing sports events in the Republic of Croatia. The paper has shown that the key to the success of the ATP Croatia Open Umag lies in the effective collaboration of all involved parties, the combination of various marketing and promotional strategies and tools, the efficient application of risk management strategies, and revenue diversification. What further contributes to the success of the tournament and attracts a global audience is its attractive location and a rich and diverse accompanying program tailored to all tastes.

• Keywords: poduzetništvo; sportski događaji; organizacija; ATP Croatia Open Umag
• Keywords (english): entrepreneurship; sports events; organization; ATP Croatia Open Umag
• Language: croatian
• URN:NBN: urn:nbn:hr:148:474711
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2024-09-17 13:47:31