The Asian sports market: Should it be revisited by Turkish football clubs?

Abstract

Football is considered the most spectated sport in the world. It cannot be considered as a mere entertainment of ninety minutes but instead it is an industry that connects many in one body. Due to difficult financial regulations and fierce competitiveness Turkey as a well-established but re-emerging football country should create new routes to enhance their markets and find new financial supports. In order to achieve sustainable development and compete with the other big clubs of Europe the football environment in Turkey should position itself globally and expand its operations. This chapter aims to adapt the entry strategies in global marketing to sports marketing. It reveals new marketing implementations for Turkish football clubs in Asian sports markets by defining the entry strategies of global markets and giving insights into the existing implementations of both Turkish clubs and other clubs in Asia. © 2015 Elsevier B.V. All rights reserved.