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Sporda Sponsorluk Üzerine Bir Derleme

Sponsorluk, ticari amaçlara ulaşabilmek için bir aktiviteye nakdi veya ayni destek sağlama şeklinde tanımlanabilir. Sponsorluk, kurumların yaptıkları iş ile doğrudan bağlantısı olmayan bir etkinliğe desteği aracılığıyla kurum veya marka için farkındalık yaratacak olumlu bir tanıtım meydana getirmeyi amaçlayan, pazarlama iletişiminde kullanılan önemli bir araçtır (Meenaghan,1983; Bennett,1999). Son yıllarda sponsorluğun uygulama alanları içerisinde spor alanı kendisine geniş bir alan bulmakta ve kendisini ön plana çıkarmaktadır. Bu çalışmanın amacı, sponsorluğun tarihsel gelişimini ve bireysel sporcuların, spor kulüplerinin, spor organizasyonlarının en önemli gelir kaynaklarını içinde barındıran sporda sponsorluk kavramını, türlerini ve kategorilerini incelemektir. Araştırmada nitel araştırma yöntemlerinden doküman toplama ve inceleme yöntemi aracılığıyla verilere ulaşılmıştır. Bu çalışmada veri toplamak için; kitap, makale, tez, internet sitesive benzeri veri toplama araçlarından faydalanılarak tarama yöntemi kullanılmıştır. Bu çalışmada genelde sponsorluk, özelde ise sporda sponsorluk hakkında bilgiler verilmeye çalışılmıştır. Bu bağlamda çalışma kapsamında sponsorluğa ve sporda sponsorluğa yönelik bir araştırma gerçekleştirilmiştir. Yapılan araştırmalar sonucundasporda sponsorluk, dünyanın hemen hemen her yerinde kurumların hedef kitlelerine ulaşmakta kullandıkları en etkili iletişim araçlarından biri haline geldiği söylenebilir. Buradan da anlaşılacağı gibi spor sponsorluğunun, kurumların vazgeçilmez bir aracı, sporcuların, organizasyonların, yayıncı kuruluşların ve spor kulüplerinin kaybetmek istemeyecekleri bir gelir kaynağı olarak varlığını ve gelişimini sürdürmeye ve sponsorluk içindeki payını artırmaya devam edeceği düşünülmektedir.

A Compilation on Sports Sponsorship

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 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, websitesand 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 thatsports 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.

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ISSN: 2667-5617
Yayın Aralığı: Yılda 6 Sayı
Başlangıç: 2006
Yayıncı: ASOS Eğitim Bilişim Danışmanlık Otomasyon Yayıncılık Reklam Sanayi ve Ticaret LTD ŞTİ