Sporda Sponsorluk Üzerine Bir Derleme
Turkish Studies-Social Sciences
Sponsorship can be defined as providing cash or in-kind support to an activity to achieve commercial goals. 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). In recent years, the field of sports has found itself a wide area in the application areas of the sponsorship and has brought itself to the fore. The purpose of this study is to analyse the historical
... ment 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, websites 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 of the researches, it can be said that sponsorship in sports has become one of the most effective communication tools used by institutions in almost every part of the world. 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.