KAZANMA SANATI FİLMİNİN SPOR PAZARLAMA BAĞLAMINDA ANALİZİ

Yıl 2025, Cilt: 8 Sayı: 2, 104 - 132, 01.10.2025

Ekin Bahar İlik , Arif Kırmızıkaya , Resul Gürbüz , Ahmet Can Akgün

https://doi.org/10.61766/hire.1715243

Öz

Teknolojik gelişmeler, dijitalleşme ve medya dinamiklerindeki dönüşüm, pazarlama anlayışını da köklü biçimde etkilemiştir. Artık markalar, geleneksel pazarlama stratejilerine ek olarak hedef kitleyle daha anlamlı ilişkiler kurabilmek adına yenilikçi yöntemlere yönelmektedir. Deneyimsel pazarlama, oyun içi reklamlar, artırılmış gerçeklik uygulamaları ve bilgisayar üretimli görüntü teknolojileri bu bağlamda dikkat çeken araçlardır. Bu yaklaşımlar arasında spor pazarlaması kitlesel erişim imkanı nedeniyle öne çıkan bir alan haline gelmiştir. Araştırmada seçilen Kazanma Sanatı filmi betimsel analiz yöntemiyle değerlendirilmiştir. Analiz sonucunda filmde spor pazarlamasına dair beş temel tema öne çıkmıştır: risk alma, taraftar kültürü, imaj yönetimi, sponsorluk ve sporcu seçimi ile veri analizi. Bu temalar, günümüz spor yönetiminde yalnızca oyun içi başarıların değil, aynı zamanda stratejik kararların ve veri temelli yaklaşımların da etkili olduğunu ortaya koymaktadır. Ayrıca, spor pazarlamasında taraftarlarla duygusal bağ kurmak, güçlü bir kulüp imajı oluşturmak ve markalaşma süreçlerini yönetmek, saha dışı başarıların temelini oluşturmaktadır. Bu durum, pazarlama stratejilerinin performans kadar iletişim ve algı yönetimine de dayandığını göstermektedir. Araştırmanın temel amacı, spor pazarlamasının sinemada nasıl gösterildiğini incelemek ve günümüz pazarlama stratejilerinin nasıl şekillendiğini ortaya koymaktır. Film, geleneksel spor anlayışının dışına çıkarak veri odaklı karar alma süreçlerinin bir takımın başarısını nasıl etkileyebileceğini göstermesi açısından önemli bir örnektir.

Anahtar Kelimeler

Spor Pazarlaması , Taraftar Kültürü , İmaj Yönetimi , Sponsorluk , Risk Alma

AN ANALYSIS OF THE FILM MONEYBALL IN THE CONTEXT OF SPORTS MARKETING

Öz

Technological developments, digitalization, and transformations in media dynamics have profoundly affected the understanding of marketing. Brands are now turning to innovative methods in addition to traditional marketing strategies in order to establish more meaningful relationships with their target audiences. Experiential marketing, in-game advertising, augmented reality applications, and computer-generated imaging technologies are notable tools in this context. Among these approaches, sports marketing has emerged as a prominent field due to its mass reach potential. The film The Art of Winning, selected for the study, was evaluated using descriptive analysis methods. The analysis revealed five key themes related to sports marketing in the film: risk-taking, fan culture, image management, sponsorship, and athlete selection and data analysis. These themes reveal that in today's sports management, not only in-game successes but also strategic decisions and data-driven approaches are effective. Additionally, establishing an emotional connection with fans, creating a strong club image, and managing branding processes in sports marketing form the basis of off-field successes. This situation shows that marketing strategies rely not only on performance but also on communication and perception management. The primary objective of the research is to examine how sports marketing is portrayed in cinema and to reveal how today's marketing strategies are shaped. The film serves as an important example in showing how data-driven decision-making processes can influence a team's success by moving beyond traditional sports understanding.

Anahtar Kelimeler

Sports Marketing , Fan Culture , Brand Image Management , Sponsorship , Risk-Taking

Kaynakça

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