A review on the Sultans of the Net in the context of sports-focused marketing communications

Oya Altar

Makale detayları

A review on the Sultans of the Net in the context of sports-focused marketing communications

Yazarlar:

Oya Altar

Yayıncı:

Harran University

Ana Başlıklar:

Sosyal ve Beşeri Bilimler Eğitimi (Ekonomi | İşletme ve Yönetim Hariç)

Dergi:

Göbeklitepe Eğitim ve Spor Bilimleri Dergisi Vol.4 Issue 1, pp.41-58

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001345500

pISSN:

2980-3071

Anahtar kelimeler:

Özet:

 The application of marketing strategies learned by sports managers to the sports industry has further commercialized it. For the commercialized sports industry, the need for sports-focused marketing communication, which combines sports and communication elements, was initially driven by advertisers. Advertising, one of the components of marketing communication, contributes significantly to brand and product awareness as well as image building. However, sponsorship, which has a greater impact on brand recognition than traditional advertising, has opened the doors of the sports industry to companies that do not necessarily produce sports-related goods or services. As athletes increasingly serve as brand ambassadors in endorsement advertisements, both in traditional mass media and new media, sponsorships are appearing in various forms, such as jersey sponsorships, team sponsorships, sports event sponsorships, or productservice sponsorships. This study, focusing on sports-focused marketing communication activities, examines below-the-line, above-the-line, and through-the-line advertising examples and sponsorship activities related to Turkeys National Womens Volleyball Teamwho have made their mark on sports history as Sultans of the Net through their successes in Turkey, Europe, and worldwideand its players. The study, in which a qualitative research method was adopted due to the research problem, was designed in accordance with the document analysis pattern. Considering that sports sponsorship now accounts for over 80 of sponsorship activities, it is anticipated that sports-focused marketing communication activities will continue to increase in the future.

 The application of marketing strategies learned by sports managers to the sports industry has further commercialized it. For the commercialized sports industry, the need for sports-focused marketing communication, which combines sports and communication elements, was initially driven by advertisers. Advertising, one of the components of marketing communication, contributes significantly to brand and product awareness as well as image building. However, sponsorship, which has a greater impact on brand recognition than traditional advertising, has opened the doors of the sports industry to companies that do not necessarily produce sports-related goods or services. As athletes increasingly serve as brand ambassadors in endorsement advertisements, both in traditional mass media and new media, sponsorships are appearing in various forms, such as jersey sponsorships, team sponsorships, sports event sponsorships, or productservice sponsorships. This study, focusing on sports-focused marketing communication activities, examines below-the-line, above-the-line, and through-the-line advertising examples and sponsorship activities related to Turkeys National Womens Volleyball Teamwho have made their mark on sports history as Sultans of the Net through their successes in Turkey, Europe, and worldwideand its players. The study, in which a qualitative research method was adopted due to the research problem, was designed in accordance with the document analysis pattern. Considering that sports sponsorship now accounts for over 80 of sponsorship activities, it is anticipated that sports-focused marketing communication activities will continue to increase in the future.

 The application of marketing strategies learned by sports managers to the sports industry has further commercialized it. For the commercialized sports industry, the need for sports-focused marketing communication, which combines sports and communication elements, was initially driven by advertisers. Advertising, one of the components of marketing communication, contributes significantly to brand and product awareness as well as image building. However, sponsorship, which has a greater impact on brand recognition than traditional advertising, has opened the doors of the sports industry to companies that do not necessarily produce sports-related goods or services. As athletes increasingly serve as brand ambassadors in endorsement advertisements, both in traditional mass media and new media, sponsorships are appearing in various forms, such as jersey sponsorships, team sponsorships, sports event sponsorships, or productservice sponsorships. This study, focusing on sports-focused marketing communication activities, examines below-the-line, above-the-line, and through-the-line advertising examples and sponsorship activities related to Turkeys National Womens Volleyball Teamwho have made their mark on sports history as Sultans of the Net through their successes in Turkey, Europe, and worldwideand its players. The study, in which a qualitative research method was adopted due to the research problem, was designed in accordance with the document analysis pattern. Considering that sports sponsorship now accounts for over 80 of sponsorship activities, it is anticipated that sports-focused marketing communication activities will continue to increase in the future.

 Spor yöneticilerinin öğrendikleri pazarlama stratejilerini spor endüstrisine uygulaması, spor endüstrisini de ticarileştirmiştir. Ticarileşen spor endüstrisi için spor ve iletişim bileşenlerini bir araya getiren spor odaklı pazarlama iletişimi ihtiyacı ise öncelikli olarak reklam veren tarafından doğmuştur. Pazarlama iletişimi unsurları arasında yer alan reklam, sportif ürün ve marka tanıtımının yanı sıra farkındalık oluşturma ve imaj çalışmalarına önemli katkıda bulunmaktadır. Ancak geleneksel reklama göre marka bilinirliğine daha fazla katkısı bulunan sponsorluk, spor endüstrisinin kapılarını spor ile ilgili mal veya hizmet üretmeyen firmalara da açmıştır. Sporcuların marka yüzü olduğu özellikle onaylama reklamları gerek geleneksel kitle iletişim araçları, gerekse de yeni medyada artış gösterirken sponsorluklar forma sponsorluğu, takım sponsorluğu, sportif organizasyon sponsorluğu ya da ürün veveya hizmet sponsorlukları olarak çeşitli şekillerde karşımıza çıkmaktadır. Odağına spor odaklı pazarlama iletişimine dair faaliyetleri alan bu çalışmada, Türkiye, Avrupa ve dünya çapında elde ettiği başarılar ile spor tarihine adını Filenin Sultanları olarak yazdıran Türkiye A Milli Kadın Voleybol Takımı ve takım oyuncuları özelinde spor odaklı pazarlama iletişimi çalışmalarından çizgi altı, çizgi üstü ve çizgi reklamcılık örnekleri ile sponsorluk faaliyetleri ele alınmaktadır. Araştırma probleminden yola çıkıldığında nitel bir araştırma yönteminin benimsendiği çalışma, doküman analizi deseninde tasarlanmıştır. Özellikle sportif sponsorlukların 80lerin üzerine çıkması göz önünde bulundurulduğunda, spor odaklı pazarlama iletişimi faaliyetlerinin gelecek günlerde daha da artacağı öngörüsünde bulunulmaktadır.

Makale detayları

A review on the Sultans of the Net in the context of sports-focused marketing communications

Yazarlar:

Oya Altar

Yayıncı:

Harran University

Ana Başlıklar:

Sosyal ve Beşeri Bilimler Eğitimi (Ekonomi | İşletme ve Yönetim Hariç)

Dergi:

Göbeklitepe Eğitim ve Spor Bilimleri Dergisi Vol.4 Issue 1, pp.41-58

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001345500

pISSN:

2980-3071

Marketing

marketing communication

sports

Sultans of the NetPazarlama

pazarlama iletişimi

spor

Filenin Sultanları

Sayı

Makale detayları

Yazarlar: Oya Altar

Yayıncı: Harran University

Ana Başlıklar: Sosyal ve Beşeri Bilimler Eğitimi (Ekonomi | İşletme ve Yönetim Hariç)

Dergi: Göbeklitepe Eğitim ve Spor Bilimleri Dergisi Vol.4 Issue 1, pp.41-58

Belge Tipi: Makale

Yayın Tarihi: 6/2025

Belge Dili: Türkçe

Document ID (Org No.): 2001345500

pISSN: 2980-3071

Sayı

Yazarlar:

Oya Altar

Yayıncı:

Harran University

Ana Başlıklar:

Sosyal ve Beşeri Bilimler Eğitimi (Ekonomi | İşletme ve Yönetim Hariç)

Dergi:

Göbeklitepe Eğitim ve Spor Bilimleri Dergisi Vol.4 Issue 1, pp.41-58

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001345500

pISSN:

2980-3071