A Compilation on Sports Sponsorship


Sponsorship is a tool used in marketing communication aiming positive publicty for companies and brands, by creating awareness with supporting an event (Meenaghan,1983; Bennett,1999). Recently, sport sponsorship has been becoming increasingly important in application areas of sponsorship business. The purpose of this study is to analyse the historical development of sponsorship and the concept, types and categories of sponsorship in sports which include the most important source of income for sports teams, individual athletes and sports organizations. In this study, collection and analysis method was used as qualitative analysis to acquire data. In order to collect data, scanning books, articles, thesis and similar resources was performed as scanning method. In this study, it is tried to give information about sponsorship in general and sponsorship in sport in particular. In this context, a research on sponsorship and sponsorship in sports was carried out within the scope of the study. As a result, sponsorship in sports has become one of the most effective communication tools used by organizations in almost every part of the world to reach their target audiences. As it can be understood from here, it is thought that sports sponsorship will continue its existence and development and increase its share in sponsorship as an indispensable tool of institutions, as a source of income that athletes, organizations, broadcasters and sports clubs will not want to lose.


Keywords


Sports, public relations, sponsor, sports sponsorship, type of sports sponsorship

Author : Tuncay ÖKTEM
Number of pages: 2055-2070
DOI: http://dx.doi.org/10.29228/TurkishStudies.42812
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Turkish Studies-Social Sciences
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