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RELATİONSHİP BETWEEN PUBLİC RELATİONS AND SPONSORSHİPS İN SPORT MARKETİNG

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Author(s): Hale BOZKURT | Reşat KARTAL

Journal: Beden Egitimi ve Spor Bilimleri Dergisi
ISSN 1307-6477

Volume: 2;
Issue: 1;
Date: 2008;
Original page

Keywords: Marketing | Marketing Sport | Public Relations | Sponsorship

ABSTRACT
The concept of sport sector arised together with the concept of sport marketing. Sport marketing is a vital and powerful strategic tool in sport business at local, national, and international levels. Sport marketing means that trademarks are being marketed through sport and also sport is being marketed for social aims. Sport marketing methods are event marketing, advertising, and public relations. Public relations in these methods is key element for creating a positive image by making an emotional connection with customers. Publicity-getting noticed by the press is all about saying the right thing at the right time is the right way for reaching to target mass in an environment in which product spectrum and competition have rapidly increased. Furthermore, the range of target mass could be determined by public relations studies is becoming larger. Not only there are persons who benefit from sport service, but also there are working persons for sport service and supporters in this target mass. In public relations, there is a budget for the activities considering public benefits instead of advertisement expenses, it is targeted to be news by activities having the potential positive news value instead of purchasing advertising time or space from media. The one of activities of Public relations which helps to organizations for executing their social responsibilities is sponsorship operations. However, organizations do not preferred the enterprising sponsorship for social sport marketing rather than the enterprising sponsorship for being marketing trademarks through sport. In fact, social sport marketing is an important field which would service to execute their social responsibilities for reaching the marketing targets.
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