Integrating Communication and Marketing Efforts to Influence Governmental Sport Funding: An Analysis of an Innovative Sport-Financing Program in Hungary

in International Journal of Sport Communication
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In Hungary, sports do not appropriately act as a social and economic catalyst in the key market segments—leisure sports and spectator sports. To date, despite the media’s increasing role in sports sponsorships, no coherent model has been presented to improve Hungary’s chronically underfunded sport industry by raising extra funds. The reviewed international literature fails to provide a consistent and uniform model. The first part of the study describes the history of Hungary’s sport industry in the past 20 years. An examination of the background of sports funding is followed by a description of key directions in funding practices. The focus is on providing a high-level introduction to the various funding systems. The conclusion is that with the necessary communication and media support, a new gambling-related, government-controlled sport-marketing program can provide extra funds for Olympic sports federations and the sport industry in general.

Vaczi is a doctoral student, and Berkes, his advisor, in the Sport Management Dept., Semmelweis University, Budapest, 1126, Hungary.

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