Integrated marketing communication in football: Example of a club

It is possible to assume that supporters are customers and football clubs are bussinesses. If we take competiton factor into consideration, clubs have to market sports as a product and attract more supporters to sporting events. For that reason, clubs need to think of ways how to benefit from marketing communication efficiently. At that point, integrated marketing communication presents such a concept that it increases the efficacy of marketing communication efforts. Manisaspor, as one of the professional football clubs in the Aegean region, is investigated in this study. It is examined that how Manisaspor fans evaluate thier club in terms of integrated marketing communication in consequence of a survey. Because integrated marketing communication campaign could not succeed in unless target market's mind is unveiled. In order to determine club administration's thoughts regarding marketing efforts and integrated marketing communication, an interview was held with an executive board member. Within the scope of statistical tests of hypothesises and interview analysis, a meaningful relationship was determined among local/regional radio publicities, printed/visual media, sense of belonging for club and city, official webpage and club's general image. Also, results indicated that the most important motivation for fans to support Manisaspor was because of admiration to footballers. That is why an integrated marketing communication might be planned in this direction. Although club management does not deny consequences of integrated marketing communication, they support to idea of giving priority to different issues due to club's current sitution.