Investigation of brand perception within the scope of sports sponsorship (example of Evkur Yeni Malatyaspor)

Aim: In this study, it was aimed to show what kind of perception that brands engaged in sports sponsorship activities create in the target audience and what kind of gains the brands have achieved in terms of achieving the marketing communication goals they set before, through the example of Evkur Yeni Malatyaspor. In addition, after the sponsorship of Evkur Yeni Malatyaspor fans, it was aimed to reveal the changes in the perspective of the Evkur brand and its perspective on the brand. Material and Method: Qualitative research method was adopted to gain an in-depth understanding of the research. Interpretive approaches, which we think can give a transparent perspective on the problem status of the thesis, were used within the scope of qualitative design. In addition, a developmental puzzle strategy from intellectual markets was centered in order to gain a theoretical perspective on research questions and mentally warm the readers to the thesis topic. Interviews were made with 34 fans whose participation levels differed. Interviews; integrated and enriched with natural observations, analytical notes and visual and written materials. Thematic analysis was used in the analysis. Results: The analysis included a wide range of perceptions of the fans of sports clubs within the scope of sports sponsorship: (a) Sponsorship Perception of the Fans (Perceived Sponsorship Concept, Perceived Advertising Concept, Potential Added Value of Sports Sponsorship), (b) Effects of Sponsorship in the Club (Strong Company Perception, Weak Company Perception) And (c) The Effects of Sponsorship on the Company (Impact of the Successful Club, Impact of the Unsuccessful Club). The interpretive approach used to analyze the interview data, it was discovered that the attitudes of the participants towards the brand that sponsored the Yeni Malatyaspor club are diverse and the characteristics of the sponsor firm are an important criterion. Conclusion: The research was held in a natural environment with the supporters of Malatyaspor club, and an environment where sincere and sincere answers could be provided was provided. It is understood that the sponsorship activities for sports clubs create a positive perception for the fans. These supports made by brands created a good in society, and with these initiatives, brands were supported by the findings that caused a sympathetic appearance. In the light of the negotiations, the fans strengthened the view that more support will increase the loyalty to the brands. Key Words: Sports, Sponsorship, Brand, Sports Sponsorship, Brand Perception