Abstract: The swimming sports system in Bulgaria is developing dynamically. One of the key indicators for the successful development of organizations is their ability to adapt to new challenges. This paper examines some marketing aspects within the swimming system in Bulgaria through approaches applied by the National Sports Club Olimp.
The purpose of this paper is to identify some key aspects related to the marketing approach of NSC Olimp, as well as the consumers’ attitude towards the services offered by the club, as a prerequisite for improving its management.
The methods used for the research are a review of literature sources with a thematic focus and essence in the field of management, classic and digital marketing; marketing-based survey research; participant observation, and mathematical-statistical methods.
The key results reached are related to defining the marketing policy of NSC Olimp as well-developed, through its online store, for promoting swimming products and attributes, where the club’s coaches play a key role in promoting the platform. The participants in the study report online shopping as the main method of shopping compared to physical stores. NSC Olimp is the only organization of the respective national federation, which has a virtual store.
Information Technology development and the adaptation of people to technological progress require sports clubs in the modern digital era to use up-to-date approaches and tools to attract consumers interest and satisfy their needs. Considering the possibilities of online stores, they are identified as a key element of the modern marketing policy of the sports club for the sale of products and providing services.
Keywords: marketing, sports club, swimming, online store
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Author Info:
Chief Assist. Prof. Iliya Dobromirov Dimitrov, PhD
Department “Management and history of sport”
Faculty of Sport
National Sports Academy “Vasil Levski”
Sofia, Bulgaria
е-mail: iliya.dimitrov@nsa.bg
34. Iliya Dimitrov
English 
Български