Creating consumer loyalty with sports marketing - FMCG sector

Today's continually growing competition in the fast moving consumer goods it is becoming more difficult to create customer loyalty. In this study, the impact of using sports sponsorship by brands as a promotional activity is being questioned for fast-moving consumer goods sector. The concept of marketing mix is defined and features of sports marketing that differs from classical approach are defined. On concepts and approaches to customer loyalty are discussed, the brands of sport sponsorship on the use of good practices are addressed by the promotion plans. Conceptually examined the phenomenon of advocacy for fans according to their degree of emotional commitment and behaviors. Fan loyalty models are compared to customer loyalty models. Besiktas fans? loyalty to a certain degree of advocacy on the impact of the phenomenon of customer loyalty are examined in the quantitative research. Online survey conducted via online survey. Effects of Besiktas - Cola Turka sponsorship on Beşiktaş fans is examined.