The Malta Olympic Committee, supported by the Olympic Solidarity and the International Advertising Association, held a seminar on the topic of Sports Marketing – today's page will focus on a number of the topics raised at this seminar.

Minister Louis Galea opened the seminar and International speakers from the International Olympic Committee, the Slovenian Olympic Committee and local speakers including Mr Carmelo Abela MP, athletes, sports officials, private and public representatives of entities contributed their expertise on the subject.

A number of issues were discussed including whether sports was considered by local companies and the country as an investment or an expense.

Sports Marketing can be seen as either the marketing of sports products and services directly to consumers of sports, or the marketing of other consumer and industrial products or services through the use of sport promotions.

Sports and physical activity should be an integral part of our lifestyles. Awareness of the health related benefits of exercise is on the increase making emphasising further the importance of sport activity promotion for the benefit of all. A more physically active population means less strain on the health care and criminal justice systems, as well as on social services.

Understanding consumer behaviour and motivating target markets to purchase particular goods and services are key aspects in marketing. However, identifying products and services with emotional aspects that are central to consumers is an appropriate platform and strategy that can help companies achieve and build loyalty with the consumers. Companies must build relations with consumers as to add value to them and their needs.

There are numerous platforms in sports which have yet not been sufficiently addressed, including supporting Maltese Sporting Ambassadors when they represent Malta at International Championships/Games, and at grass roots helping to combat the problem of inactivity and obesity amongst our children.

Collaborating together in the interest of the community and society through sport can prove to be of benefit to numerous parties and at the end of help develop a health conscious society that has pride in its achievements, values and respect.