Abstract
The global market’s economic growth has been boosted by the size of the sports industry, which now has a budget in the billions of dollars. Sports marketing has emerged as a result of this growth in the sports industry. Sports marketing has emerged as the most important feature of sports companies, having grown in importance as a scientific discipline. Inside the industry, sports clubs have started to search for ways to increase their market share in both national, and foreign markets.The industry’s ongoing growth has resulted in an increase in the number of goods, and services available, as well as a competitive climate. The purpose of this study is to identify innovations in web-based technology used by sports clubs to market their goods, and services to target audiences.The research was carried out in accordance with the standards of qualitative research. Search engines, blogs, forums, podcasts, press bulletins, e-mail, and content sharing sites are the most commonly used web-based technologies by sports clubs, according to the results of the study.
Highlights
Since the last 1990s, the sports industry has shown a great development, and change all over the world.The presence of sports businesses, companies producing sports goods, sports facilities, stadiums, players, and professional leagues in the industry has provided the growth of sub-sectors.This development in the sports industry has made sports marketing an important discipline in the scientific world
Marketing has evolved from a one-way intervention from the institution to the target audience to a business of presenting material precisely when the target audience requires it
The advertising activity remains as a field in marketing, the field that it limits in terms of marketing has been confirmed by the literature
Summary
Since the last 1990s, the sports industry has shown a great development, and change all over the world.The presence of sports businesses, companies producing sports goods, sports facilities, stadiums, players, and professional leagues in the industry has provided the growth of sub-sectors. This development in the sports industry has made sports marketing an important discipline in the scientific world. According to the report of the Turkish statistical agency, household internet use was 18.8% in 2004, while this rate is 79% today This rate of change causes sports clubs to adopt new marketing approaches. This study was conducted to assess the application areas of modern web-based technologies and social media for sports marketing, which are among the issues where sports clubs can gain a competitive edge in the digitalized world
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