Content Analysis of Sports Sponsorship: Spor Toto Super League

Beyza Beşikci; Özer Silsüpür

Makale detayları

Content Analysis of Sports Sponsorship: Spor Toto Super League

Yazarlar:

Beyza Beşikci | Özer Silsüpür

Yayıncı:

Akdeniz University

Ana Başlıklar:

İletişim ve Medya Çalışmaları

Dergi:

Akdeniz Üniversitesi İletişim Fakültesi Dergisi Issue 40, pp.23-45

Belge Tipi:

Makale

Yayın Tarihi:

4/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001285530

pISSN:

2619-9718

Anahtar kelimeler:

Özet:

 Sponsorship is a communication tool in progress in todays world where globalization and competition show an upward trend. Sponsor brands provide benefits for the community and the brand image through their sponsorship activities, while they make contributions to the public relations goals of the corporation. As one of the sponsorship types, sports sponsorship has also become more prominent with the development of the media. In the literature, there are many studies on sports sponsorship and sponsorship. However, it is seen that there is no study that characterizes sports sponsors as healthy and unhealthy in Turkey. The aim of this research is to describe which brands that sponsor the football teams in the Turkish Spor Toto Super League in the 2021-2022 season are healthy and unhealthy. The original value of the research is that such a study has not been conducted in Turkey and for Turkish football teams. The data were content analyzed between April 12-26, 2022, based on the sponsorships specified on the web pages of the football teams. As a result of the study, it was seen that the sponsorship was mostly the food sector, while the security sector received the least. Another result was that the sponsor brands of Spor Toto Super League teams were mostly in the gray category, and then in the green category.

 Sponsorship is a communication tool in progress in todays world where globalization and competition show an upward trend. Sponsor brands provide benefits for the community and the brand image through their sponsorship activities, while they make contributions to the public relations goals of the corporation. As one of the sponsorship types, sports sponsorship has also become more prominent with the development of the media. In the literature, there are many studies on sports sponsorship and sponsorship. However, it is seen that there is no study that characterizes sports sponsors as healthy and unhealthy in Turkey. The aim of this research is to describe which brands that sponsor the football teams in the Turkish Spor Toto Super League in the 2021-2022 season are healthy and unhealthy. The original value of the research is that such a study has not been conducted in Turkey and for Turkish football teams. The data were content analyzed between April 12-26, 2022, based on the sponsorships specified on the web pages of the football teams. As a result of the study, it was seen that the sponsorship was mostly the food sector, while the security sector received the least. Another result was that the sponsor brands of Spor Toto Super League teams were mostly in the gray category, and then in the green category.

 Sponsorship is a communication tool in progress in todays world where globalization and competition show an upward trend. Sponsor brands provide benefits for the community and the brand image through their sponsorship activities, while they make contributions to the public relations goals of the corporation. As one of the sponsorship types, sports sponsorship has also become more prominent with the development of the media. In the literature, there are many studies on sports sponsorship and sponsorship. However, it is seen that there is no study that characterizes sports sponsors as healthy and unhealthy in Turkey. The aim of this research is to describe which brands that sponsor the football teams in the Turkish Spor Toto Super League in the 2021-2022 season are healthy and unhealthy. The original value of the research is that such a study has not been conducted in Turkey and for Turkish football teams. The data were content analyzed between April 12-26, 2022, based on the sponsorships specified on the web pages of the football teams. As a result of the study, it was seen that the sponsorship was mostly the food sector, while the security sector received the least. Another result was that the sponsor brands of Spor Toto Super League teams were mostly in the gray category, and then in the green category.

 Sponsorluk, küreselleşmenin ve rekabetin arttığı günümüz dünyasında gelişmekte olan bir iletişim aracıdır. Sponsor markalar, sponsorluk faaliyetleri ile toplum faydası ve marka imajı sağlarken aynı zamanda kurumun halkla ilişkiler hedeflerine de hizmet etmektedir. Sponsorluk türlerinden biri olan spor sponsorluğu da medyanın gelişmesiyle daha da belirgin hale gelmiştir. Literatürde spor sponsorluğu ve sponsorluk kapsamında yapılmış birçok çalışma bulunmaktadır. Ancak Türkiyede spor sponsorlarını sağlıklı ve sağlıksız olarak nitelendiren bir çalışmanın bulunmadığı görülmektedir. Bu araştırmanın amacı, 2021-2022 sezonu Türkiye Spor Toto Süper Liginde yer alan futbol takımlarına sponsor olan markaları sağlık ve sağlıksız olarak nitelendirmektir. Türkiyede ve Türk takımlarına yönelik böyle bir çalışmanın yapılmamış olması araştırmanın özgün değerini oluşturmaktadır. Veriler, futbol takımlarının web sayfalarında belirtilen sponsorluklar esas alınarak 12-26 Nisan 2022 tarihleri arasında içerik analizi ile incelenmiştir. Çalışmanın sonucunda en fazla sponsorluğun gıda sektöründe en az sponsorluğun güvenlik sektöründe yer aldığı görülmüştür. Elde edilen diğer bir sonuç ise Spor Toto Süper Lig takımlarına sponsor markaların çoğunlukla gri kategorisinde yer aldığı ardından ise yeşil kategorisinde bulunduğudur.

Makale detayları

Content Analysis of Sports Sponsorship: Spor Toto Super League

Yazarlar:

Beyza Beşikci | Özer Silsüpür

Yayıncı:

Akdeniz University

Ana Başlıklar:

İletişim ve Medya Çalışmaları

Dergi:

Akdeniz Üniversitesi İletişim Fakültesi Dergisi Issue 40, pp.23-45

Belge Tipi:

Makale

Yayın Tarihi:

4/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001285530

pISSN:

2619-9718

Sponsorship

Sports Sponsorship

Content Analysis

Spor Toto Super League

Sponsorluk

Spor Sponsorluğu

İçerik Analizi

Spor Toto Süper Lig

Sayı

Makale detayları

Yazarlar: Beyza Beşikci | Özer Silsüpür

Yayıncı: Akdeniz University

Ana Başlıklar: İletişim ve Medya Çalışmaları

Dergi: Akdeniz Üniversitesi İletişim Fakültesi Dergisi Issue 40, pp.23-45

Belge Tipi: Makale

Yayın Tarihi: 4/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001285530

pISSN: 2619-9718

Sayı

Yazarlar:

Beyza Beşikci | Özer Silsüpür

Yayıncı:

Akdeniz University

Ana Başlıklar:

İletişim ve Medya Çalışmaları

Dergi:

Akdeniz Üniversitesi İletişim Fakültesi Dergisi Issue 40, pp.23-45

Belge Tipi:

Makale

Yayın Tarihi:

4/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001285530

pISSN:

2619-9718