Marketing Innovation in Sports

Abstract

The marketing channels of communication in sports with children with special needs are rather challenging tasks for everyone who wants to research this topic. It is irrelevant whether the researchers are economists, special educators, or physical education teachers. It is a unique challenge for economists to underline the connection between marketing, especially marketing in sports, and encourage children with special needs to participate in sports activities today. The authors believe that it is possible to contribute through marketing activities and that every marketing activity should have this kind of contribution, especially marketing in sports. Furthermore, we will show how various integrated marketing channels of communication can contribute to bringing this particular population to sport today.