PAZARLAMA İLETİŞİMİ VE SPOR PAZARLAMASI: KARABAĞ FUTBOL KULÜBÜ TARAFTARLARI ÜZERİNE BİR ARAŞTIRMA
MARKETING COMMUNICATION AND SPORTS MARKETING: A RESEARCH ON KARABAKH FOOTBALL CLUB FANS

Summary/Abstract: Sports marketing and marketing communication play a big part in today's businesses' marketing strategies. Marketing communication plays a vital role in the company's marketing efforts by connecting with the target audience, creating brand awareness, encouraging customer loyalty, and increasing sales. On the other side, sports marketing refers to the utilization of sports and sportsmen for marketing. This could be carried out as a part of the marketing efforts of a sporting occasion, group, participant, or company that produces sporting items. Many diverse objectives, including brand visibility, product sales, fan engagement, and corporate profitability, can be achieved through the use of sports marketing. The purpose of this study was to determine whether there were any variations between different demographic traits of Karabakh football team supporters and their perceptions of marketing communication and sports marketing. The study's findings showed that there were no appreciable differences among fans of different ages and educational levels in their opinions on marketing communication and sports marketing. However, the results of the analysis done to ascertain whether there was a difference in terms of sports marketing in terms of gender showed that there was a significant difference.

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