Retro sport marketing: Reflections from past to present

In our age, with the development of technology, living conditions have become much easier than in the past. Not only the living conditions are facilitated, but also the product variety has increased and it is increasing more and more. However, it is noteworthy that although the variety of products is so high, people have started to be interested in the products of the past. Increased retro products, retro cafes, retro clothes etc. many examples are seen. The growing interest of people in retro products has attracted the attention of marketers and has created a new field of marketing ''retro marketing''. There are many studies in the literature about the field of retro marketing. However, there is no study evaluating abbout perspective perspective of football fans on nostalgia and retro sports products. The aim of this study is to examine the perspectives of football fans on nostalgia and to determine the differences between retro sports products and today's sports products and to provide information that can be useful to the sector. In-depth interviews were conducted and the thematic coding analysis of the data was conducted. The findings revealed nostalgia longing for retro sports marketing, anthems, fair play, limited opportunities, sports and technology, space, press, design image and professionalization. As a result, retro sports marketing helps individuals to remember past periods, to return to those days and to revive memories and memories. It also shows that old products and anthems do not lose their value and are still gaining attention today. The reasons why people show interest in old matches, footballers, anthems and old sports products; According to the participants, football has become an industry nowadays, it is determined that the footballers are throwing money, they cannot see the competition and team spirit in the old era.