The Impact of Football Player Transfers with Digital Currency and Fan Tokens on Corporate Reputation and Image: An Analysis in the Context of Financial Value Volatility and Marketing Strategies

Authors : Olcay Ölçen, Ahmet Aydın, Begüm Maral

Pages : 1897-1911

Doi:10.21547/jss.1646207

View : 92 | Download : 318

Publication Date : 2025-10-30

Article Type : Other Papers

Abstract :This study investigates the impact of the use of digital currencies and fan tokens in football player transfers on the perceptions of investors and fans who act as investors in innovative financial instruments. The main purpose of the study is to analyze empirical data on star football player transfers with fan tokens and digital currency and to develop strategic marketing recommendations to increase the corporate reputation of football clubs and positive brand perceptions among their target audiences. A detailed case study methodology is developed for the transfer day of a famous football player with fan token returns and GARCH (1,1) and OLS Regression methods are used. The findings of the study highlight the impact of high-profile football player moves on the stock returns of football clubs, depending on the pre-existing reputation and image of the player. These findings indicate that football clubs might need to turn to new marketing strategies in the transfer process. Announcing that successful and popular player transfers will be made with fan tokens or digital currency can contribute to preserving the financial value of the football club when supported by professional marketing communications efforts to build corporate image and reputation. In the study, it has been aimed to contribute to the literature by examining the interaction between digital currencies, fan tokens and football player transfers. The study investigates how digital instruments have changed the football economy and transfer processes and presents important findings on how digital currencies and fan tokens have transformed the relationship between clubs and fans. The study also highlights the financial implications of digital currencies and fan tokens and the critical role of effective marketing communication in shaping investor and fan perceptions.
Keywords : Dijital Para Birimi, Taraftar Tokenları, Kurumsal İmaj, İtibar Yönetimi, Finansal Değer, Pazarlama Stratejileri

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