İnvestigation of sponsorship practices in sports from the perspective of the sponsor and the beneficiary

Sports sponsorship includes the sponsorship of sports and sporting events. Sports sponsorship, which takes forms such as individual, team and organization, is the most common type of sponsorship. The aim of this study is to examine the sponsorship practices in sports in terms of sponsor and field. For this purpose, interviews were conducted with the sponsoring person/company and the sponsoring clubs (Adana Sertaş Sports Club, Antalyaspor Sports Club, Alanyaspor Sports Club and Kahramanmaraş Sports Club). The data collected with the interview form were analyzed with the qualitative method. According to the findings, sponsors use sponsorship as a tool to increase the awareness of their brands. In addition, they expect an increase in the number of customers with sponsorship activities. Financial support is of great importance for the sponsor.