BEYOND THE GAME: ATHLETES, EVENTS, SPECTATORS AND VENUES IN SPORTS MARKETING
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📚 Kitap Tanıtımı
Beyond the Game: Athletes, Events, Spectators and Venues in Sports Marketing
Yazar(lar): Göker GÜLAY
Bu kitap, spor pazarlamasını temellerinden başlayarak üç eksende bütünler: (i) spor pazarlamasını anlamaya dönük temel kavramlar (sporda kurumsal bakış, spor–reklam ilişkisi, sporda/ spor aracılığıyla pazarlama ayrımı, sporun ürün olarak kavramsallaştırılması; somut–soyut ürün; spor tüketicisi, seyirci–taraftar motivasyonları ve sadakat; spor mekânlarının birer reklam mecrası olarak kullanımı ve mega etkinliklerin iletişim değeri), (ii) sosyal medyanın stratejik kullanımı (riskler, ilişki pazarlaması, prosumer olgusu, içerik üretimi ve ölçümleme/analitik), (iii) reklamın sporda ve spor aracılığıyla konumlanışı (ünlü/atlet onayı, marka–atlet uyumu, etkinlik planlama ve pazarlama iletişimi). Metin, dijitalleşmenin (yayıncılık, internet ve mobil erişim) spor ürününün öngörülemezlik–duygulanım–topluluk nitelikleriyle birleştiğinde hem taraftar etkileşimini hem de iletişim yatırımının geri dönüşünü nasıl etkilediğini örneklerle gösterir; spor kulüpleri, markalar ve organizatörler için uygulanabilir strateji çerçeveleri sunar.
Okuyucu Kitlesi:
İletişim/medya ve pazarlama araştırmacıları; spor pazarlaması profesyonelleri; kulüp ve etkinlik yöneticileri; ajanslar ve marka ekipleri; spor pazarlaması ve reklamcılık alanında lisansüstü öğrenciler.
Anahtar Kelimeler:
Spor pazarlaması; spor tüketicisi; taraftar etkileşimi; sosyal medya; spor etkinlikleri; spor mekânlarında reklam; ünlü/atlet onayı; sponsorluk.
📝Book Promotion
Beyond the Game: Athletes, Events, Spectators and Venues in Sports Marketing
Author(s): Dr. Lecturer Member Göker GÜLAY
The book maps sports marketing across three pillars: (i) the basics (institutional view of sport and demand; the split between marketing in sport and marketing through sport; conceptualizing sport as a product—tangible vs. intangible; sports consumers, fan motivation/loyalty; venues as advertising media and the communication value of major events), (ii) the strategic use of social media (risks, relationship marketing, the prosumer, content and measurement/analytics), and (iii) advertising in and through sport (celebrity/athlete endorsement, brand–athlete congruity, event planning and marketing communications). It shows how digitalization (broadcast quality, internet, mobile) amplifies sport’s unpredictability, emotion, and community to drive engagement and ROI, and distills actionable strategy frames for clubs, brands, and event owners.
Target Readership:
Communication/media and marketing scholars; sports-marketing practitioners; club and event managers; agencies and brand teams; graduate students in sports marketing and advertising.
Keywords:
Sports marketing; sports consumer; fan engagement; social media; sporting events; venue advertising; celebrity/athlete endorsement; sponsorship.
📝 Kitap İçeriği/Book Content
- Contents Preface …………………………………………………………………………i
- Introduction ………………………………………………………………………1
- 1 Basics for Understanding Sports Marketing ………………………………3
- 1.1 Institutional perspective on sports ……………………………………5
- 1.1.1 Demand for the sports market ……………………………………6
- 1.1.1.1 Providing sports activities as a service ………………7
- 1.2 Distinction between marketing in sports and marketing through sport ……………………………………………9
- 1.3 The relationship between advertising and sports ………………11
- 1.4 Conceptualization of sports as a product in marketing ………12
- 1.4.1 Tangible and intangible sports product ……………………13
- 1.4.2 Presentation of sports as a product …………………………13
- 1.5 The role of athlete in sports marketing ……………………………14
- 1.5.1 Celebrity endorsement in marketing communication …15
- 1.5.1.1 Forms of Celebrity Use in Advertising ……………17
- 1.5.2 Sports Celebrity ……………………………………………………20
- 1.5.2.1 Utilization of sports celebrities in marketing communication ……………………………22
- 1.5.2.2 Advantages of using sports celebrities in advertising …………………………………………23
- 1.5.2.3 Precedents for the use of sports celebrities in advertising …………………………………………24
- 1.6 Sports consumer …………………………………………………………25
- 1.6.1 A perspective on sports spectators and fans in terms of sports marketing ……………………………………26
- 1.6.1.1 Motivation of sports event demanders ………………31
- 1.6.1.2 Seeking diversity and flexibility of demand ………33
- 1.6.1.3 Fan engagement and loyalty in sports ………………34
- 1.6.2 Segmentation of sports fans ……………………………………35
- 1.6.3 Studies on sports fans and sports marketing ……………38
- 1.7 Sports venues as advertising media ………………………………39
- 1.7.1 Effectiveness of advertising in a sports venue …………40
- 1.7.2 Forms of advertising in sports venue ………………………42
- 1.7.3 International sports organizations and advertising ……43
- 1.7.3.1 The growth of advertising around
- major sporting events ……………………………………44
- 1.7.3.2 Innovative marketing communication approaches in global sports organizations …………46
- 1.8 Risks of sports marketing ………………………………………………49
- 2 Social Media in Sports Marketing …………………………………………52
- 2.1 Risks involved in the use of social media in sports marketing ………………………………………………………57
- 2.2 Strategic use of social media in sports marketing ……………59
- 2.2.1 Literature on strategic social media use ……………………61
- 2.2.2 Prosumer (producer and consumer) in sports marketing ………………………………………………63
- 2.2.3 Relationship marketing in sports ……………………………66
- 2.2.4 Sports relationship marketing through social media …68
- 2.2.5 Measuring the effectiveness of social media marketing71
- 3 Conclusion ………………………………………………………………………73
- References ………………………………………………………………………77