AN IN-DEPTH EXAMINATION OF GUERILLA MARKETING STRATEGIES IN THE SPORTS INDUSTRY

Authors : Oktay Akyüz, Gözde Ersöz, Meltem Ince Yenilmez

Pages : 194-212

Doi:10.33689/spormetre.1399819

View : 98 | Download : 117

Publication Date : 2024-09-30

Article Type : Research Paper

Abstract :High competition as a result of technological advancements and a rise in the diversity of products in sports has resulted in a trend toward a more active procedure in sports marketing. To gain a competitive edge, every option to achieve marketing goals in line with the financial and technological strengths of the sports industry is analyzed. Guerrilla marketing tactics that try to draw people\'s attention by posting diverse promotional messages about sports in unexpected areas where consumers do not anticipate meeting are investigated in this research. In this descriptive study, a literature review was conducted initially, followed by a qualitative approach and case analysis methodology in the research section. Purposive sampling was used in the research, and all firms that engage in guerilla marketing tactics in the sports industry in Turkey and throughout the world were investigated. The data sources include \"Akademia, ResearchGate, Google Scholar, Science-Direct, and Pubmed, among others.\" In addition to databases, scientific books, papers, and internet/newspaper headlines were collected, and the study outlined 24 marketing methods in the sports industry utilizing the guerilla marketing methodology.
Keywords : Gerilla Pazarlama, Spor, Spor Pazarlaması