프로 스포츠에서 공공부문을 상대로 한 스포츠 마케팅의 경제학적 함의

Abstract

This study provides economic analysis of the public sector's intervention in the professional sports market. It also discusses economic implications of sports marketing which sports good producers―namely, sports corporations and associations conduct toward local self-governing bodies. The intervention of the public sector in the sports market stems from market failure and positive externalities. The rationale for intervention is profit maximization(loss minimization) of sports good producers. But its ultimate purpose is to improve welfare of local resident. Sport marketing strategies implemented by sports good producers toward local self-governing bodies have an economic aspect of the maximization of externalities. Specifically, an analysis of economic impact on the public sector adopts economic concept of positive externalities. Accordingly, a mixed marketing focusing on the public sector is to maximize externalities, and a franchise game is a strategy which utilizes externalities. Combining sports economics with sports management or sports marketing is expected to have a complementary role from each other.