Sretenka Dugalić

The achievement of a sports result requires infrastructure and capital to build, as well as maintenance. The sporting event and performance grow into the image (enriched sports product) when the capacity of the venues provide economically sustainable concept. The survey shows that: 1 / visitors’ perception and the tradition affect attendance; 2 / marketing–management is projecting such sports-service processes that attract audiences, sponsors and the media, and through its image become attractive to the venue staff, and the society as a whole. The aim is to highlight the importance of valorisation of infrastructure in which valuable sporting results are achieved, and justify their mission too. Key projecting points are: 1 / commercialization of sports facilities due to new socio-economic impacts; 2 / keeping abreast of global trends in the venues’ construction and operation by introducing best practices; 3 / the physical elements as determinants of the image (design, etc.); 4 / the image significance for financing and business; 5 / projection strategies for facilities’ design. Projection and maintenance of the attractive image affects the audience's response, increasing the revenue needed for its functioning and modernization through the naming rights, ultimately ensuring continuity of attendance. The image of a social investment determines its further exploitation, so it is projected with special attention.

Keywords: venues, the image of a sports facility, stadiums

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