A study about the brand value of Turkish super league

Football is a sports branch that always keeps its popularity with regards to fans' approach and the size of the money spent for football games. Although this sports branch holds its popularity worldwide, some countries managed to make their football clubs a successful brand and gained success in this field, but some other countries were not successful in this area. Examining football economy rates, the value of English Premier League is 4,27 Billion Euros and German Bundesliga's value is 2,23 Billion Euros. The size of football economy in Turkey is 1 Billion Euros. When the number of attendance is analyzed, it's below world average in Turkey with averagely 8.427 people. The aim of the study is to analyze football sector, audience behavior and the level of branding in Turkey through the concepts of brand value, decision to watch football games and intention to watch games in the future and to reveal regarding relations. Thus, a detailed study was conducted about football in our country, which falls behind in world rankings from various aspects. In the scope of the study, 20 in- depth interviews were made to analyze behaviors of football audiences; 401 surveys were applied to analyze brand value and the intention to watch football games in the future. Findings of the research were presented in detail and at the end of study, various implications were made for academic and business world in light of findings.