Public Relations and Advertising in the Context of E-Sports

Drivers and Results, 2023

Purpose­The Researchers attempt to find a comprehensive definition of Electronic Sports (eSports) and explain its similarities to sport drawing managers and experts’ mindset. To that reason, they could achieve study main goal, which is identifying elements influencing the attraction of eSports customers in Iran.MethodologyThe current study with the aim "Attracting Potential Customers toward eSports” was applied a qualitative method via thematic analysis. The tool’s reliability and validity are both in accordance with commonly admitted guidelines. In this survey, firstly, valid evidences and documents maintained by reviewing backgrounds and literatures to set the questions and, theoretical framework formulated finally.FindingsThe results conduct, the first step towards a successful eSports implementation is to admit it as sport (eSportification). The next step is to recognize obstacles standing against eSport (Barries), such as: Political, Economic, Socio-cultural, Technological, Ethical and Legal constraints. After stepping to eSports introduction, researchers found, implementing nine supporting measures are required (Drivers) Government, Governmental bodies, Social factors, Technological items, Educations, Researches, Families, Private Organizations and Marketing issuess paving means achieving the goal of fascinating people to eSports through employing and earning (Results).ImplicationeSportification should primarily change public opinion about digital games, likewise the complementarity of eSports and sports should affect how sports beneficiaries define future strategies toward supporting growth for both, eventually, the process of more introducing eSports as sports and attracting potential customers to the industry should impact sports events organization such as the Olympics.

Acta kinesiologica, 2008

Owing to the media, the sporting industry has largely increased its attractiveness, production and sale intended for the sporting producers (direct-indirect) and the sporting consumers (passiveactive), but for the wider public, as well. Attractiveness, as a special feature of marketing abilities of individual sports, is a specific feature in itself in terms that sports belonging to the sporting industry have larger or lesser marketing potentials (football, basketball, volleyball, and team-handball), which additionally increases the interests of the mass-media, the business investors, the advertisers and the sponsors for this type of sporting products and services. Purpose of this research work is to objectify the media exposure of the sporting organisations in team-sports from the Canton of Sarajevo in terms of selection of generic strategies and their impact on the targeted media market in relation to the realised business and sporting achievements. This research defines a correlation between structural and generic significance of the media exposure segment within sports, such as, football, basketball, volleyball, and team-handball from the Canton of Sarajevo for the competitive 2003/04 season, and the business and sporting achievements segment, based on which are presented the abilities of the analysed sporting organisations in team-sports, to a larger or a lesser degree, using the potentials and attractiveness of their own sports, and in wider application of the organisational business function of public relations, by means of sporting market, to provide a higher level of profitability for themselves.

Proceedings of the International Scientific Conference - Sinteza 2023

The dizzying pace of technology is causing radical changes in the sports industry. Sponsorship applications are also one of the areas where these great changes are experienced. Because of the digitalization of sponsorship practices, rights holders and sponsor brands need support from technology and software companies to communicate with the changing fan profile. Technology and software companies are involved in next-generation sports sponsorship in two ways. The first is to provide technical support to the rights holders and sponsor brands, and the second is to establish a sponsorship structure in which they are included. This research aims to determine the sponsorship practices of technology and software companies in the sports sector. The working group of the research consists of seven employees of the technology and software company which has an office in Istanbul. Content analysis technique has been used to analyse the data of the research. In line with the answers obtained from the content analysis, the themes of strategy, brand development and sponsorship, and sub-themes of these themes have been created. It has been concluded that technology and software companies collect useful data and create value by interacting with fans through sports sponsorship activities, they increase brand awareness among fans, they reach large audiences including fans and non-fans consumers by working with beneficiaries and co-sponsors, and they carry out digital marketing activities.

Journal of Interactive Advertising, 2021

Sport communication is defined as "a process by which people in sport, in a sport setting, or through a sport endeavor, share symbols as they create meaning through interaction" (Pedersen et al. 2007, p. 196). Over the past two decades, research in sport communication has grown significantly as the size of the sport business industry has risen sharply, from $213 billion at the end of the 1990s to approximately $600 billion in 2019 (Plunkett Research 2019), which resulted in the creation of discipline journals (e.g.,

The efficiency of a company's activity resides in designing and managing a long term relationship with the athletes, spectators, sponsors and community. The relationship with any of these four shareholders can be addressed through public relations, a marketing communication technique that brings value both for the company sending the message, and for other categories interested in its well-being. The purpose of this paper is to introduce the reader to the relationships between PR and sports. It explores how sports public relations practitioners have developed a range of successful strategies and tactics for influencing media coverage, and supporting the sport's domains. The authors conclude that the effective use of Public Relations in sport can generate conversion, facilitate sport representatives positioning, and maintain continued sport sustenance.

Medianali Znanstveni Casopis Za Medije Novinarstvo Masovno Komuniciranje Odnose S Javnostima I Kulturu Drustva, 2010

In today's conditions, it is inevitable for the producers to be unique, to become brands that are known and recognised. Day by day, the concept of branding gains more importance within fast developing and changing societies. In this era, where competition atmosphere is inevitable and we are just in the middle of the marketing network, it is important to be different. Being different can only be possible with branding products and sustaining the customer loyalty by protecting those brands. It is not needed to be the producer; but also to bring a value to the product manufactured, to elevate it and make it unique. Real sales and being unique in the sector can only be possible under these conditions. In this study, after the theoretical study of the Internet and public relations is made, the website forms and contents of the 2010 World Basketball Championship Main Sponsors are analysed, their communication breakdowns are determined and solutions are developed.

Journal of Human Sciences

Reasearch problem/aim: In this study, it was aimed to evaluate them under the titles of the sports sector (media, consumption, marketing) by mentioning primarily popular culture and sports issues. Method: In this study, a descriptive research model, which is used to investigate the events as they are, trying to determine the situation that happened, investigating the events and situations discussed in detail and examining their relationship. Findings: The notion that sports is one of the building blocks of popular culture, and as a result of its action, the media sheds considerable light on consumption and marketing. The popular culture field, which started to develop as a field of study on its own, has become important by societies in the world and scientific studies on this subject have increased rapidly. Especially the innovations brought by popular culture in the world and the rapidly increasing interest in sports, media, marketing and consumer products have made this issue m...

Military Performance, 2019

An amazing development of sport business has been present in the past decades. This trend started in the mid-twentieth century. One of the basic reasons for this state is the marketing, media and PR conversion of major sports events into spectacles with properties of a short-term global phenomenon. Benefits of such a global expansion of sports mega-events are not purely financial, although the financial benefit is the most obvious one. The positive effect of PR of sports mega-events is generating the positive attitude of sport and sport practice. Trend of actively spending one's leisure time is derived from a general interest in sport activities today (though this is not necessarily followed by practicing sport activities). Therefore, there is an emphasized need for further development of Public Relations and Communication strategies, knowledge and understanding of the communication management of sports events. The coordinated implementation of PR activities and communication methods in sports reduces potential negative social impacts and any financial losses on the one hand, but it more commonly increases the benefits of the aforemen-tioned elements. Analyses and research in this field are rare and therefore this paper represents initial theoretical contribution. The paper analyzes the special event-sporting spectacle as an instrument of PR communication in the broader social context.

American Behavioral Scientist, 2010

The sport industry benefits greatly from its various media partnerships. Sport as a corporate marketing tool provides increased flexibility, broad reach, and high levels of brand and corporate exposure. Many organizations have recognized this potential of sport as a vehicle for accomplishing many of their marketing-related objectives. In turn, this has resulted in significant growth in the sport industry, in particular in its media consumption both online and offline. The purpose of this research—using the NCAA Men’s Basketball Tournament as its sample—was to identify how advertisements contained within both the online and television broadcasts contribute to consumer culture and consumption. Content analysis was used to identify specific tactics related to materialism, maximization, regret, social comparison, and anti-materialism within 144 unique advertisements contained within the broadcasts. Findings include the high prevalence of maximization tactics, a significant correlation between length of ad and the use of materialism tactics (i.e., the longer the ad, the higher the frequency of materialism tactics), and a significant correlation between the use of regret and maximization tactics and fear appeals. It is notable that the use of a spokesperson in an advertisement showed no relationship with the five tactics and no difference was found for the use of the five tactics and medium (television or Internet).

2010

Sport marketing managers worldwide are exploring and experimenting with the Web in an attempt to develop more effective communication and marketing tools. This is especially the case in Greece where in recent years there has been a desire to create team-based websites that are more fan friendly, relevant and accessible. This paper aimed to develop an instrument for evaluating the marketing variables (SIMEvI) that should appear on sport teams' websites. 900 sport fans who declared themselves as internet users were surveyed at basketball and football games in Greece. Factor and reliability analyses were conducted which revealed a valid and reliable evaluation tool. The major elements of the sport marketing mix (product, price-place, promotion and public relations) were shown to be the ones that most affect the public when evaluating marketing through the Web, so it is obvious that the evaluation by the sport fans of the marketing variables that appear or should appear on Greek sport teams' websites is a multidimensional concept. Moreover, the SIMEvI scale seems to be easily implemental and particularly appealing to web and sport managers, who are interested in evaluating their sport sites in terms of marketing in Greece, offering by doing so a competitive advantage that would possibly increase their fans' satisfaction with the website.