Investigation of internet-network usage of Turkish Spor Toto Super League TERMS in TERMS of marketing

Today, the use of the Internet plays an important role in every aspect of life. In particular, the increase in accessibility to the internet has led the business world to use the internet effectively. For this reason, the internet, which has an important place in the field of marketing, has become one of the most valuable marketing channels for institutions. With the industrialization of sports and clubs, clubs have begun to be managed from a business perspective. Football clubs turn to strategic marketing studies in order to gain superiority in their competition with other clubs and to keep up with the developments. The use of the internet in the marketing activities of football clubs is an important factor for superiority over competitors as well as contributing to their own economy. In this research, the importance of internet in sports marketing of Turkish Spor Toto Süper Lig teams is explained, it is aimed to investigate the effects of network usage on marketing and to examine the success of the teams in social media, supporters, transfer and league. This research was conducted on 21 teams playing in Turkish Spor Toto Super League in the 2020-2021 season. In the research; While membership system, online product sales, mobile application, social media usage, social media sales, identification of sponsors, number of sponsors, bank card promotion, magazine promotion and telecommunication criteria are evaluated among internet-network marketing methods, social media usage (Facebook, Twitter, Instagram, YouTube and TikTok), the capacities of the stadiums of the clubs, the number of fans Passolig, their success in the 5 seasons between 2016-2021, the number of incoming and outgoing players transferred, the income-expenditure status and staff values obtained from the transfers were observed and analyzed. The effects of the Covid-19, which emerged in Wuhan in December 2019, on the sports sector in particular, the effect on the match squads of football clubs, its effect on commercial revenues and its effect on broadcasting revenues were investigated. While it negatively affects the income sources of football clubs, it is seen that it causes the matches to be postponed due to its effects on the match squads. As a result of the research, only Beşiktaş A.Ş., Galatasaray A.Ş., Fenerbahçe A.Ş., Trabzonspor A.Ş., Göztepe A.Ş. and Ittifak Holding Konyaspor teams are active in all criteria, and the team that has the most followers on social media, Galatasaray A.Ş. Nef Stadium and Galatasaray A.Ş. has been observed. When the transfer status of the 5 seasons between 2016-2021 is examined, it has been observed that it differs from year to year, and when the total of the 5 seasons between 2016-2021 is examined, it is observed that the team with the most transfers is Yukatel Kayserispor with 99 players, while the team with the least transfers is BB Erzurumspor with 46 players. When the income and expense situations are examined, Fenerbahçe A.Ş. has the biggest income in the 2020-2021 season, as in the total of the 5 seasons between 2016-2021. got the team. Similarly, it is seen that Fenerbahçe A.Ş has the highest staff value in terms of staff values. Looking at the overall 5 seasons between 2016-2021, Beşiktaş A.Ş. and Galatasaray A.Ş., and once Medipol Başakşehir FK became champions. It has been observed that the teams that actively use internet-network marketing methods and are successful in promoting their fans are more successful in the league, while the success rates of the passive teams are low.