Özet:

Rapidly advancing technology shows its effect in different areas day by day. Social media is one of the developments in the field of communication. Sports clubs, which follow innovations in almost every field and aim to keep pace with its, are actively operating in the field of social media. Social media activities take the first place in the communication activities of sports clubs. The main purpose of this study is to examine the role of social media use as a part of communication and marketing activities in professional sports clubs, why and how it is used. Another aim of the study is to bring new suggestions to sports organizations in terms of communication and marketing activities in line with the data to be obtained. The study was carried out with case study design, one of the qualitative research methods, and semi-structured interview technique was used as the data collection technique. The data obtained were analyzed by content analysis method and four different themes (reflect the corporate culture, sponsorship contribution, influencer marketing, catch the agenda make a difference) emerged. It has been determined that the club sees social media as the most important communication tool, and that social media has an important place in marketing activities as well as influencing the public. It has been concluded that the club's fan base is less than its competitors and its administrative structure is well-established, so social media can use its interactive and entertaining structure well.

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