Licence agreements as a brand extension tool: A resorch focused on Turkish soccer industry

In this study first of all the relevant literature review is conducted and branding, brandextension strategies and the licensing agreements concepts are scrutinized in detail.In the following parts of the thesis for the aim of gaining better understanding about thelicensing agreements on Turkish sports industry, interviews are conducted with theresponsible persons of the four big sports clubs of the Turkish sports industry.After the interviews are conducted the basic characteristics of the licensing agreementsin the Turkish sports industry are scrutinized with the information taken from theinterviews and than why the four big sports clubs of Turkey are using licensingagreements are evaluated. Afterwards, the management process of the licensingagreements are examined and how the four sports clubs of Turkey are evaluating thesuccsess of the licensing agreements are stated.