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Marketing Strategies: Two Case Studies of Real Madrid Football Club and Fenerbahçe Sports Club

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Marketing Strategies: Two Case Studies of Real Madrid Football Club and Fenerbahçe Sports Club MARKETING STRATEGIES: TWO CASE STUDIES OF REAL MADRID FOOTBALL CLUB AND FENERBAHÇE SPORTS CLUB A THESIS SUBMITTED TO THE GRADUATE SCHOOL OF SOCIAL SCIENCES OF MIDDLE EAST TECHNICAL UNIVERSITY BY MERVE ALTUN EKİNCİ IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF DOCTOR OF PHILOSOPHY IN THE DEPARTMENT OF PHYSICAL EDUCATION AND SPORTS JUNE 2018 Approval of the Graduate School of Social Sciences _______________ Prof. Dr. Tülin Gençöz Director I certify that this thesis satisfies all the requirements as a thesis for the degree of Doctor of Philosophy. _______________ Prof. Dr. Settar Koçak Head of Department This is to certify that we have read this thesis and that in our opinion it is fully adequate, in scope and quality, as a thesis for the degree of Doctor of Philosophy. _______________ Prof. Dr. Settar Koçak Supervisor Examining Committee Members Prof. Dr. Sema Alay Özgül (Marmara Uni., SBF) _______________ Prof. Dr. Settar Koçak (METU,PES) _______________ Prof. Dr. Canan Koca Arıtan (Hacettepe Uni., SBF) _______________ Assoc. Prof. Dr. Sadettin Kirazcı (METU,PES) _______________ Assoc. Prof. Dr. Bülent Gürbüz (Ankara Uni., SBF) _______________ I hereby declare that all information in this document has been obtained and presented in accordance with academic rules and ethical conduct. I also declare that, as required by these rules and conduct, I have fully cited and referenced all material and results that are not original to this work. Name, Last name : Merve ALTUN EKİNCİ Signature : iii ABSTRACT MARKETING STRATEGIES: TWO CASE STUDIES OF REAL MADRID FOOTBALL CLUB AND FENERBAHÇE SPORTS CLUB Altun Ekinci, Merve Ph.D., Department of Physical Education and Sports Supervisor: Prof. Dr. Settar KOÇAK June 2018, 221 pages Over the past decades, there have been drastic changes over the management of major football clubs, which led them to apply different business strategies for generating a shift from traditional clubs to entertainment companies by creating new sources of revenues. Within their dominant positions, Real Madrid Football Club (CF) and Fenerbahçe Sports Club (SC) present valuable examples for understanding the underlying factors of how two clubs differently develop value creating strategies to gain asporting and commercial position in the competitive scope of the football business. This study intends to analyze and compare the marketing strategies of Real Madrid CF & Fenerbahçe SC within the scope of Dolles & Söderman (2013a)’s network of value captures research framework in football business. The current study was based on case study, in which data iv were collected from the executives of top-management level of Real Madrid CF (n=8) and Fenerbahçe SC through semi-structured interviews during the season of 2014-2016. For data analysis, Atlas.ti V7.0 was used. Triangulation of researchers and multiple sources were used to increase the reliability and validity of the study. Real Madrid CF and Fenerbahçe SC generated variety of value captures divided into two dimensions; team sport and customer grous. It can be concluded that the network of value captures of both club gained an understanding of which marketing strategies currently being used by these clubs, what essential elements of these marketing strategies composed and how the clubs structured these strategies to provide a competitive advantage among other clubs Keywords: Football Business, Value Capture, Marketing Strategies, Real Madrid Football Club, Fenerbahçe Sports Club v ÖZ PAZARLAMA STRATEJİLERİ: REAL MADRİD FUTBOL KULÜBÜ ve FENERBAHÇE SPOR KULÜBÜ DURUM ÇALIŞMASI Altun Ekinci, Merve Doktora, BedenEğitimi ve SporBölümü TezYöneticisi: Prof. Dr. Settar KOÇAK Haziran 2018, 221 sayfa Geçtiğimiz yıllar boyunca, büyük futbol kulüplerinin yönetimindeki önemli değişiklikler, bu kulüplerin yeni gelir kaynakları yaratarak, geleneksel kulüplerden eğlence odaklı işletmelere geçiş yapmaları için farklı ticari stratejileri uygulamalarına neden olmuştur (Walters & Chadwick, 2009). Kullandığı farklı stratejiler kapsamında rakipleri arasında lider konumu ile Real Madrid Futbol Kulübü (FK) ve Fenerbahçe Spor Kulübü (SK) sportif ve ticari başarısının altında yatan faktörlerin neler olduğunun anlaşılması açısından iyi bir örnek oluşturmaktadır. Bu çalışmanın amacı, Dolles ve Söderman (2013)’ın futbol işletmelerinde değer yaratma ağı kuramsal çerçevesi kapsamında, Real Madrid FK’nın ve Fenerbahçe SK’nin kullandığı pazarlama stratejilerini ortaya çıkarmaktır. Araştırmada, kulüplerin pazarlama stratejileri, nitel araştırma yöntemlerinden durum çalışması kullanılarak incelenmeye çalışılmıştır. Mevcut durum çalışması, 2014-2016 sezonlarında vi Real Madrid FK’nın ve Fenerbahçe SK’nin, üst düzey pazarlama yöneticileri (n=8, n=7) ile gerçekleştirilmiş olan yarı yapılandırılmış görüşmelere dayanmaktadır. Amaçlı örneklem yöntemi ile alana ilişkin derinlemesine bilgisi ve deneyimi olan, kulüp bünyesinde ortalama 5 yıldır görev almakta olan yöneticiler, araştırma grubunu oluşturmaktadır. Verilerin analizi için Atlas.ti V7.0 programından yararlanılmıştır. Araştırmanın güvenilirliğini ve geçerliliğini arttırmak için araştırmacı ve veri çeşitliliği yöntemlerinden yararlanılmıştır. Toplanan veriler doğrultusunda, Real Madrid FK’nin ve Fenerbahçe SK’nin farklı stratejiler geliştirmek için spor takımı ürünleri ve müşteri grupları olmak üzere iki boyut altında çeşitli değerler geliştirdiği ortaya konmuştur. Sonuç olarak, bu araştırma, Real Madrid FK’nin ve Fenerbahçe SK’nin değer yaratma ağının, bu kulüpler tarafından mevcut hangi pazarlama stratejilerinin kullanıldığı, bu pazarlama stratejilerinin hangi temel öğelerinin oluşturduğu ve kulübün diğer kulüpler arasında rekabet avantajı sağlamak için bu stratejileri nasıl yapılandırdıkları konusunda bir anlayış kazandırmaktadır. Anahtar Kelimeler: Futbol İşletmeleri, Değer Yakalama, Pazarlama Stratejileri, Real Madrid Futbol Kulübü, Fenerbahçe Spor Kulübü vii To My Beloved Family… viii ACKNOWLEDGMENTS I can totally summarize my PhD journey as a “whole challenge” with myself to grow up as an individual, as a women and researcher. During this process, I tried to ask, learn, think, and understand the new perspectives, different cultures and variety of people. Actually, I was so lucky that I have people around me who always make me feel full of support and motivated. Now I have come to the end of this journey, I would like to express my deepest gratefulness to these precious individuals. First of all, I would like to express my deepest gratitude to my valuable advisor and our head of department, Prof. Dr. Settar Koçak to always give me a continuous support, encouragement and insightful contributions to proceed in both my PhD education and academic life. I am grateful to him for making me feeling of a high sense of belonging to my department and my university as both a student and a research assistant. Even if my research assistant position was finished, I am still feeling the same way. Without his guidance and pathfinding, I could not end up this study and my challenging journey. I would like to express my sincere gratitude to my precious Prof. Dr. Canan Koca Arıtan, who has gained me a qualitative perspective and a vision of understanding profoundly the field and people through encouraging me to take part of the real context. Without her continuous support, immense enlightenment, enthusiasm and optimism with full of energy; this study would not have been possible. I am really honored and I feel privileged to have known her and have an opportunity to work with her. My sincere grateful goes to my beloved Prof. Dr. Sema Alay Özgül for her endless support and encouragement since the beginning of my post- ix graduate education. I am so grateful and lucky to begin my adventure with her guidance, inspiration and knowledge. I would also like to thank to my thesis committee members, Assoc. Prof. Dr. Sadettin Kirazcı for his peculiar contributions and feedbacks in my thesis and his patience and time to find influential solutions to my every compelling situations; Assoc. Prof. Dr. Bülent Gürbüz and Dr. Mehmet Ata Öztürk, for their encouragement, insightful and valuable contributions and suggestions. I owe one of my deepest gratitude to the Real Madrid Football Club’s family and Graduate School and all executives, who participated to my research for giving me profound knowledge about the club’s business dynamics, sharing their experiences and perceptions. Special thanks to Dr. Álvaro Luna Fernández and Pablo Garcia Manitz for their continuous support and encouragement; without them I would not even begin this study. And I would like to thank my beloved sisters Ceylan, Merve, Nermin, Ruoxi and Verónica for their deeper friendship. And, my dear Carmen, thank you for making me feel like at home in Madrid. Rest in peace… And thank you for all that making my journey “uniqueness” that I would never experience in anytime or anywhere! Hala Madrid! And, I would also like to express my deepest gratitude to the Fenerbahçe Sports Club’s family and all executives, who participated to my research for sharing their precious knowledge, experiences, perceptions, and making me, feel as privileged as researcher. Thank you to Birim Yüksel for her special support. It was an amazing experience for me to gain an inside knowledge about the club, thank you for all! Yaşa Fenerbahçe! I would like to thank “Dastolarım” Gaye Erkmen, Deniz Hünük and Mine Müftüler, and Tuba Yazıcı, Betül Çoşkun, Serap Sarıkaya Usta, Nehir Kavi Şimşek, Özlem Haydaroğlu and all my beautiful colleagues
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