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Critères de commercialisation dans le sport de haut niveau pour personnes handicapées
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ISBN10: 6202461535
ISBN13: 9786202461535
Publisher: Editions Notre Savoir
Published: Aug 19 2025
Pages: 124
Weight: 0.39
Height: 0.29 Width: 6.00 Depth: 9.00
Language: French
ISBN13: 9786202461535
Publisher: Editions Notre Savoir
Published: Aug 19 2025
Pages: 124
Weight: 0.39
Height: 0.29 Width: 6.00 Depth: 9.00
Language: French
Sur la base des recherches actuelles dans les domaines du marketing sportif, du sport pour handicapés et du sponsoring, un guide d'entretien a été élaboré pour mener une enquête qualitative auprès d'experts, d'athlètes, de sponsors et d'associations. Une évaluation et une restitution théorique ont ensuite été réalisées en reliant les données collectées aux modèles existants. L'évaluation et l'analyse théorique permettent de conclure que le sponsoring est indispensable à la pratique professionnelle du sport de haut niveau pour les personnes handicapées, les critères étant fondamentalement identiques à ceux du sport pour les personnes non handicapées. Du point de vue des entreprises, il apparaît que, dans les marchés saturés notamment, le sponsoring dans le sport pour personnes handicapées peut véhiculer des valeurs supplémentaires telles que la résistance aux crises. En ce qui concerne l'inclusion des athlètes handicapés dans le domaine du sport non handicapé, il est apparu que celle-ci est souhaitable sous la forme d'activités de marketing communes, mais qu'elle n'est possible que de manière limitée au niveau sportif. À l'avenir, le sport handicapé devra faire l'objet d'une plus grande tolérance, d'une plus grande ouverture d'esprit et d'une diminution de la peur du contact.
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