Small sports clubs are very often under pressure to have a lot amateur players, talented children, spectators, visitors, but on the other hand they need a lot of sponsors as well. In this area existed very wide spectrum of customers and it is not easy to find out the correct way and strategy to address them. The aim of the paper is to show the way how to create marketing communication strategy for different customers of sports club with using of innovation approaches based on the analysis of literature and conducted research. During the research were used these methods: content analysis, documents study, comparative analysis, process analysis, statistic analysis, empirical research and more. One of the main results is that is a different understanding of marketing communications by different customers based on their age. According this situation is necessary to optimize the communication strategy. That means to find out a correct choice of communications tools and channels for address potential or actual customers effectively. In the conclusions are defined most popular communications tools and channels according the age of customers and the innovation ways to proceed during to creation of effective communication strategy.
Financed by the National Centre for Research and Development under grant No. SP/I/1/77065/10 by the strategic scientific research and experimental development program:
SYNAT - “Interdisciplinary System for Interactive Scientific and Scientific-Technical Information”.