Sports marketing communication in the promotion of football academy in Yogyakarta
Keywords:
sport marketing communication, football academy, MFP academy, mataram utama, promotion mediaAbstract
This research aims to analyze the marketing communication strategies implemented by two football academies in Yogyakarta, namely MFP Academy and Mataram Utama, based on the framework of Shank and Lyberger (2014), which emphasizes target market, product/service, and promotion media. Method in this study uses a qualitative approach with data collection through in-depth interviews with academy managers and field observations. Results and discussion in this study show that MFP Academy primarily targets children and teenagers aged 6–17 years by emphasizing intensive training programs and promotional activities through social media, brochures, and tournament participation. Meanwhile, Mataram Utama focuses on player development with professional pathways, highlighting alumni achievements and organizing tournaments to enhance credibility. Conclusion, both academies face limitations in promotion media effectiveness and lack of systematic evaluation. The study suggests that academies should maximize digital content such as alumni testimonials and player stories to strengthen engagement, while further research could involve quantitative surveys to measure parental satisfaction and return on investment (ROI) from promotional activities.
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