Sports sponsorship: Turkish Airlines - Turkish Basketball Federation

This study was carried out to analyze the goals of Turkish Airlines' sponsoring, sponsorship preferences and how Turkish Basketball Federation has been effected considering potential effects as an example. In this study, qualitative research method and phenomenology were used. In order to collect data, on behalf of Turkish Airlines Co. three experts and on behalf of Turkish Basketball Federation two experts were asked to attend semi-structured interviews by answering open-ended questions. Interview data was put down on paper, then themes were revealed by determining meaningful data and data was arranged under research questions by determining relationships between themes. Codes were generated according to themes by four expert academicians in this area and research results were put down by arranging data. As a result of this study, it has been concluded that Turkish Airlines Co. is sponsoring sport for marketing and acting according to sponsorship strategies in its preferences and sport sponsorship has provided expected effects in terms of marketing and communication activities. Moreover, it has been concluded that Turkish Basketball Federation had sponsorship agreement which is a corporate strategy with Turkish Airlines Co. in order to get mutual benefits and communication activities has provided expected effects.