Author :
Abstract
Bu çalışmanın amacı, sporda marka inşasının kullanılan araçların ve sporun dijitalleşmesiyle nasıl geliştiğini incelemektir. Bu çalışma spor dünyasındaki dijitalleşme ve sosyal medya ile markalaşma çalışmalarına sadece takımlar veya kulüpler tarafında değil, sporcular tarafında nasıl geliştiğine bakmaktadır. Diğer taraftan spor çevresi üretkenliği artırmak üzere farklı dijitalleşme araçlarını ve türlerini kullanarak gelecekte performansı bambaşka boyutlara çekebilecektir. Ayrıca, spor ve medyanın farklı ve ters ilişkisi düşünüldüğünde, medya spor ile ilgili gerek sporcu ve teknik direktör veya antrenör gerekse de takım ve diğer paydaşların haber peşinde koşmaktadır, ancak sosyal medyanın spor paydaşlarının direk iletişimi ile tehtid altındadır. Diğer taraftan, Sosyal medya takipçileri takımlar ve sporcular açılarından incelenerek bu aracın marka inşaası için nasıl kullanılabileceği anlaşılacaktır. Takımların ve sporcuların kendileri ile ilgili bilgiyi direk yayınlamaları marka inşası için güçlü bir araç olduğu için Sosyal medya kullanımı bir strateji olarak kullanılabilir. Dijitalleşme, e-sporun ortaya çıkmasıyla farklı marka inşa platformları doğmuştur. E-spor icra eden ve takipçi sayısının çokluğu bu alana olan ilgiyi artırmıştır. E-spor etkinliklerinin büyümesi ve seyirci sayısının artması da yine bu platformun markalar için bir mabed haline geldiği aşikardır. Hergün artan takipçi sayısına bağlı olarak marka inşası için önemli bir platform haline gelmiştir. E-spor ile marka inşa etmek spor ekosistemi içerisinde önemli bir yer almaktadır.
Keywords
Abstract
The aim of this study is to understand the digitalization of sports and tools used in sports in building brands. This work looks into the branding in the sports world, not only from the perspective of team or clubs, but also athletes through the use of digitalization and social media. Sports ecosystem is utilizing different tools in digital forms to increase their productivity and these advancements will bring sports to a different level of performance in the near future. In addition, sports and media have a special bond, where media is heavily interested in any news of sports; however, social media is threatening this relationship where teams and athletes can now directly communicate with their stakeholders (sponsors, fans, etc.). Moreover, looking at the numbers of social media followers of teams and athletes, how these tools are utilized will serve as a guideline for future brand building in sports. Digitalization also affected the way sports is utilized, and the rise of e-sports changed the way brand building. The massive number of followers and interested parties have triggered interest in e-sports which is growing at a fast pace. Brand building through e-sports is also becoming a great platform in the sports ecosystem.
Keywords
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