Promoting Water Polo in Greece: Applying Marketing Theories and Techniques to Sport

Abstract

The purpose of this paper is to present the theoretical conceptualisation that led to the communication improvements needed for water polo in Greece. The paper also studies the implementation process. The proposed improvements were: (a) arrangement of symbols on the Players' caps; (b) addition of team logo and name on players' caps; (c) redesign of players' caps; (d) addition of colour to players' caps; and (e) introduction of a full-body swimsuit. The result was that all but one (e) of the proposed modifications was implemented and adopted during the 1996-2000 National League periods of the Greek men's water polo Division A1.

Citation

Afthinos, Y.D. and Gargalianos, D.P. (2004), "Promoting Water Polo in Greece: Applying Marketing Theories and Techniques to Sport", International Journal of Sports Marketing and Sponsorship, Vol. 5 No. 4, pp. 9-24. https://doi.org/10.1108/IJSMS-05-04-2004-B003