Sport marketing and its social implications

Berkant Sözbilir

Master's thesis

Anotácia:

Sport has been a part of human life for centuries. The sport, which has been done for different purposes and in different ways since the early ages, has changed every day, has been renewed and has gained different dynamics. The sport, which was previously performed with an amateur spirit, has become more and more professional and has started to be done within certain rules. The economic developments experienced in globalization have brought technological progress a financial dimension to sports. It has become widespread that sports is an industry in itself and has become a giant sector which is expressed in millions of dollars today. This industry has grown to a huge extent, which directly produces sports-related goods or services, from companies to clubs with great economic power, from fans to sectors that have an indirect relationship with sports. In this study, sports industry and sports marketing concepts are examined broadly. This study also focuses on how sports marketing affects people's social lives and health. Based on this result, it has been revealed that sports marketing can positively affect people's social life and health.

Abstract:

Sport has been a part of human life for centuries. The sport, which has been done for different purposes and in different ways since the early ages, has changed every day, has been renewed and has gained different dynamics. The sport, which was previously performed with an amateur spirit, has become more and more professional and has started to be done within certain rules. The economic developments experienced in globalization have brought technological progress a financial dimension to sports. It has become widespread that sports is an industry in itself and has become a giant sector which is expressed in millions of dollars today. This industry has grown to a huge extent, which directly produces sports-related goods or services, from companies to clubs with great economic power, from fans to sectors that have an indirect relationship with sports. In this study, sports industry and sports marketing concepts are examined broadly. This study also focuses on how sports marketing affects people's social lives and health. Based on this result, it has been revealed that sports marketing can positively affect people's social life and health.

Keywords

Sports industry, sports marketing, Sports, Social implications

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 20. 7. 2020

Obhajoba závěrečné práce

• Obhajoba proběhla 27. 8. 2020
• Vedúci: PhDr. Karel Eliáš, CSc.
• Oponent: Ph.D. Vadim Semenenko, MBA

University of Finance and Administration

Master programme / odbor:
Economics and Management / Marketing Communication