The rising star of promotion: Sponsorship and a research on sports sponsorship

Within the scope of this study, the sponsorship concept has been reviewed in the framework of historical development process, and diversities, with the study on sports sponsorship, were put forward in point of enterprise types. The objective of this study is a modicum of contribution to scientific research scarcity made on the field of sponsorship; to understand the knowledge of enterprises regarding the subject and to review the variables in term of enterprise types by examining the activities conducted by enterprises, which make sports sponsorship.Oriented to these aims, the enterprises those provide sponsorship to the football teams, which are already competing during the 2009 - 2010 season in the Turkey Turkcell Super League has been determined and a questionnaire study to 132 enterprises already determined was carried out. The data acquired from the enterprises which have filled questionnaire forms completely and sent thereafter were subjected to statistical analysis. According to these analysis results, some of these hypotheses were supported while the others were not. While, according to enterprise types, the classification made within promotion concept by the enterprises as regard with sponsorship, the reasons they have sponsored, the departments, persons responsible from sponsorship and the individuals who execute sponsorship activities and the means they use for sponsorship activities differ from; mass media being used by the advertorial for their sponsorship activities of the enterprises and the belief that the long term sponsorship of the enterprises, is more effective than the short term sponsorship for reaching the enterprise goals, and in terms of the relation between this belief and sponsorship periods do not differ from.