BİR OYUNDAN DAHA FAZLASI: SPOR PAZARLAMASI AVANTAJLARI, ZORLUKLARI VE STRATEJİLERİ ÜZERİNE KAVRAMSAL BİR DEĞERLENDİRME

Yıl 2022, Cilt: 6 Sayı: 2, 169 - 187, 15.05.2022

Yasemin Gedik

Öz

Günümüzde spor, sadece bir yarışma, oyun ya da sağlıklı yaşam biçimi değil, yerel, ulusal ve uluslararası ekonomileri desteklemede çok etkili bir unsurdur. Bununla birlikte, spor, ülkelerin gücü ve sosyal kalkınmanın farklı yönleri üzerinde doğrudan etkisi olan ve hızla büyüyen bir endüstridir. Spor pazarlaması, spor etkinliklerini, ürünlerini veya hizmetlerini doğrudan tüketicilere tanıtmayı içeren bir pazarlama metodudur. Spor pazarlaması, ürün ve hizmetlerin satılmasına yardımcı olmak için herhangi bir biçimde sporu kullanmaktadır. Spor pazarlamasının, marka imajı, marka sadakati ve marka bilinirliğini arttırma, TV yayın gelirleri, sponsorluklar, oyuncu ve forma satışı yoluyla gelir yaratma ve sporun teşvik edilmesi gibi birçok faydası bulunmaktadır. Bu çalışmanın amacı, spor pazarlamasının kendine özgü doğasını, faydalarını ve spor pazarlamacılarının karşılaştığı zorlukları analiz ederek bu fenomeni anlamaya çalışmaktır. Ayrıca, çalışma, spor pazarlaması stratejilerini de inceleyerek ilgili kararları alırken spor kulübü ve pazarlama yöneticilerine yardımcı olmayı hedeflemektedir.

Anahtar Kelimeler

spor, sponsorluk, spor pazarlaması

Kaynakça

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