Effectiveness of Sports Sponsorship: The Case of Turkey Football League

This research was conducted to evaluate the effectiveness of commercial sports sponsorships in the football branch in terms of fans’ level of participation, states of recalling/recognising the sponsor brands, loyalty and intention to purchase sponsor brand products. Quantitative data collection methods were used in the study and a five-part data collection tool was used. Data collection tool consists of a “Personal Information Form” developed by the researchers, open ended questions prepared with “Unaided” method to measure the awareness of the participants about the official sponsors of the teams they supported, multiple choice questions prepared with “Aided” method to measure the awareness of the participants about the official sponsors of the teams they supported and parts to measure “supporter loyalty” of the participants and “purchase intentions” to buy sponsor brand products. The meausurement tools were applied on the competition days by face to face interview in front of the stadiums to a total of randomly selected 872 participants among the supporters of Trabzonspor, Samsunspor, Kastamonuspor 1966 and Ofspor teams from 2017/18 season Turkey professional football leagues and One-way ANOVA, correlation, regression and frequency analysis tests were used in the analysis of the data. As a result, it was found that Trabzonspor, Kastamonuspor and Samsunspor fans had more loyalty than Ofspor fans, Kastamonuspor fans had the intention to buy more sponsor brands than other team fans, and the fan loyalty and purchase intention scores of those who watched the competitions more in the stadium were higher. 62,4% positive correlation was found between the participants’ fan loyalty scores and their intention to buy sponsor brand products. In addition, it was found according to the results of the aided and unaided questions that the participants remembered and recognized the sponsors of the teams they supported at a low level. Thus, it can be said that in terms of the views of the participants included in the study, the efficiency of the existing sponsorships of the clubs was low. In addition, it can be recommended to develop strategies for publicity during and after sponsorhip process to increase the level fans remember the sponsor brands.

Spor Sponsorluklarının Etkililiği: Türkiye Futbol Ligleri Örneği

Bu araştırma futbol branşındaki ticari spor sponsorluğu anlaşmalarının, taraftarların katılım düzeyi, sponsor markaları hatırlama/bilme durumları, taraftar bağlılığı ve sponsor marka ürünlerini satın alma niyetleri bağlamında etkililiğini değerlendirmek amacıyla yapılmıştır. Araştırmada nicel veri toplama yöntemlerinden yararlanılmış ve beş bölümden oluşan veri toplama aracı kullanılmıştır. Veri toplama aracı, araştırıcılar tarafından oluşturulmuş “Kişisel bilgi formu”, katılımcıların taraftarı oldukları takımların resmi sponsorları hakkındaki farkındalıklarını ölçmek için “Yardımsız” yöntemle hazırlanan açık uçlu soru, katılımcıların taraftarı oldukları takımların resmi sponsorları hakkındaki farkındalıklarını ölçmek için “Yardımlı” yöntemle hazırlanan çoktan seçmeli soru, “Taraftar bağlılığı” ile sponsor marka ürünlerini “Satın alma niyeti” özelliklerini belirlemeye yönelik bölümlerden oluşmaktadır. Ölçme araçları 2017/18 sezonunda Türkiye Futbol Federasyonu profesyonel futbol liglerinden Trabzonspor, Samsunspor, Kastamonuspor 1966 ve Ofspor taraftarları içerisinden tesadüfen seçilmiş toplam 872 katılımcıya, müsabaka günleri stadyum önünde yüz yüze uygulanmış olup elde edilen verilerin istatistiksel olarak değerlendirilmesinde tek yönlü varyans analizi, korelasyon ve regresyon analizi ile frekans değerlerinden yararlanılmıştır. Sonuç olarak Trabzonspor, Kastamonuspor ve Samsunspor taraftarlarının Ofspor taraftarlarına göre daha fazla bağlılığa sahip olduğu, Kastamonuspor taraftarlarının diğer takım taraftarlarına göre sponsor firmaların ürünlerini satın alma niyetlerinin yüksek olduğu, müsabakaları stadyumdan daha fazla izleyenlerin taraftar bağlılığı ve satın alma niyeti puanlarının daha yüksek olduğu belirlenmiştir. Katılımcıların taraftar bağlılık puanları ile sponsor marka ürünlerini satın alma niyeti puanları arasında %62,4’lük pozitif bir ilişki olduğu tespit edilmiştir. Ayrıca katılımcıların yardımlı ve yardımsız yöntemle verdikleri cevaplara göre taraftarın renklerine gönül verdiği takımların sponsorlarını düşük düzeyde hatırladığı ve tanıdığı tespit edilmiştir. Dolayısıyla araştırmaya dahil edilen katılımcıların görüşleri bakımından kulüplerin mevcut sponsorluk anlaşmalarının etkililiğinin düşük olduğu söylenebilir. Buna ilaveten sponsor markaların hatırlanabilirliğini arttırabilmek amacıyla sponsurluk sürecinde ve sonrasında tutundurma çalışmalarına yönelik stratejiler geliştirilmesi tavsiye edilebilir.

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