Milan Gašović

The pricing as an element of the sports organizations’ marketing mix must be observed in the context of three other elements: sports offer (products), distribution (location) and promotion. When setting the price for their sports offer (products), marketing experts in sports organizations need to consider the offer complexity as a starting point. In parallel, the view of sports audience (spectators, media, sponsors, advertisers, competition agents, etc.) should be taken into account in regards to the various levels of sports offer including: experience, event, result, image and brand. There are three methods for setting the price: internal, external and combined. The pricing is also affected by the ownership aspect of the sports organizations, which can be public and private, profit and not-for-profit, etc. There are various forms of showing prices in the sports market: tickets price, the price of player transfers to other clubs, the price of won trophy prizes, the price of TV broadcasting rights, sponsorship agreements price, the price of advertising space in sports venues, the price of transferring rights for using a sports brand, the price of membership fees, the price of instructor services, the training premises rental price etc

Keywords: pricing, marketing mix, sports offer (product), sports audience, objectives, factors and methods for setting prices

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