摘要：Becomingwidespread of internet use, advantages web has, compared to traditionalenvironment, and purchaser tendencies in marketing communication have made websites a potential social media communication and marketing tool for sportclubs. The main aim of this study is to evaluate official internet sites ofsoccer clubs of Super League İlhan Cavcav Season and Bundesliga in Germany interms of social media communication and marketing communication and reveal thesimilarity and difference between both league by means of content analysismethod. Internet site of a total of 36 sport clubs in both leagues wereevaluated. During analysis of the data, MAXQDA qualitative data analysissoftware was used. According to the results of the study, while social networkapplications (Facebook, Twitter, etc.) in the official web sites of Turkey and Germany sport clubs show similarity, instant messagingapplications (Snapchat), documents follow system (subscribe to RSS) and motion videos (Giphy) or blog accessing tools wereseen to be given place in German clubs. In large majority of German clubs,while official internet sites include multiple language options, in Turkey,there is multiple language option in the internet site of a few number ofclubs. In addition, Turkish sport clubs use marketing communication channels insimilar to traditional marketing activities, and there are differences betweenthe clubs taking place in both leagues in terms of the use of directcommunication with customers through these channels (answering the questionsabout, comments about product, etc.), direct marketing (information aboutfiltering detail, cargo information, safe payment, order follow, and productreturn), and sale development (favorite/ the most sold product, personalproduct design, seasonal opportunities, etc.).
