Sport sponsorship

Running events have proliferated in the last decade and rely on sponsorships for income. However, more needs to be discovered about how effective these sponsorships are in encouraging purchase behavior and connecting to charity organizations. This study aims to develop a stronger understanding of running event participants and their attitudes toward sponsorships and charity organizations. Local participants were compared to sport tourists to determine if differences existed in the recall or potential use of the sponsor’s product. Also, this study used self-determination theory to determine the impact of motivation on sponsorship recall and purchase intentions. A total of 201 respondents completed a survey at a major running event. Results indicated sport participants were likely to recall sponsors with a high level of perceived fit. Additionally, participants intended to purchase products from the running shoe company. Participants also had a high level of recall for the main charit...

This article highlights the journey and impact of Fernando Carmona, a standout Offensive Lineman for the Arkansas Razorbacks. Standing at 6'5" and weighing 322 lbs, Carmona has quickly established himself as a key player with exceptional strength, agility, and leadership. His transition from the San José State Spartans to the Razorbacks marks a significant step in his career, where his technical skills and physical presence are making a difference on the field. This piece explores his background, playing style, and future potential in college football, offering insights into his growing influence within the sport.

To determine how integrated TV advertising and event sponsorship should be best managed and evaluated, a theoretical framework derived from global exploratory research of academic literature and consulting reports was validated by 16 experts. To benchmark the current practices against the best practice integration methods, 12 campaigns, which had sponsored a televised event and placed advertisements during the broadcast of the event, were analyzed via case studies. The investigated competitions included the Wimbledon Tennis Tournament in London and the Olympic Games in Sydney. The examined brands comprised automotive, financial services, retail chain, office equipment, and consumer goods. A total of 24 semistructured in-depth interviews were conducted-two for each case-one interview with an internal marketing executive from the promoted corporation, and a second with an external respondent from the advertising agency, event management organization, market research firm, or television channel. The study identified the key techniques that led to increased corporate sales-four steps and four objectives with necessary performance measures.

When should we use an athlete, a sports star in advertising? Which type of product or service is best suitable for these stars to advertise? What can we expect from these ads? Who is the ideal sports star? Is it true that social media is going to transform this area as well? For our research we examined print ads and television commercials using famous athletes such as

A sponsor portfolio exists where multiple brands sponsor a single activity or property, such as a sporting event, team, league, or a charity simultaneously. While sponsor portfolios are common in practice, little is known about how the brand perceptions of several concurrent sponsors spill over to influence each individual sponsor’s brand. This paper summarizes two experiments that investigate sponsor portfolios to determine how spillover effects influence consumers’ perceptions of a particular sponsor’s brand within the portfolio. In Study 1, empirical evidence substantiates a brand spillover effect between multiple sponsors of a single sport property. In Study 2, the influences of image congruence and portfolio size on this spillover effect are empirically assessed. Results demonstrate an interaction effect whereby brands incongruent to the sponsored property enjoy a more favorable brand perception when included in either a small portfolio inclusive of another incongruent co-spons...

This paper contributes to the understanding of sponsorship in eSports, shedding light on an enormously important topic that has been little explored in academia. ESport is growing internationally, mainly due to the easy access to technology, but also as a response to access to different competitions on the part of the general public, and especially youth. The objective of this paper is to investigate the effect that eSport sponsorship has on the health of a brand sponsoring a competition. The field work was carried out by means of a questionnaire distributed among the Internet population, differentiating between children in the age bracket 8 and 14 years and youth between 15 and 25 years, with a total of 1,619 responses. The questionnaire measured the health of the brand through analysing the variables related to the purchase funnel and the brand's advertising campaigns. The results suggest that sponsoring an eSports league has positive effects on the brand. The study also contr...

With increases in sponsorship expenditures outpacing that of traditional advertising, return on investment warrants greater scrutiny. Yet, research has overwhelmingly focused on returns, while neglecting the associated investment. This study contributes to the literature on sponsorship costs by analyzing multiple years of prices paid for sponsorships of Formula One racing teams. Contrary to past research, when controlling for sponsor industry and sponsorship level, prices are not significantly influenced by congruence, clutter, sponsoring firm size, or the performance of the sponsored organization. Instead, results indicate that the sponsoring firm's brand equity and shared nationality with the sponsored team are predictive of price premiums, suggestive of agency conflicts among advertisers.

Rationale/Purpose: The purpose of this study is to develop and test a parsimonious model of brand equity reverse transfer, where the reputations of sponsoring brands influence the brand of a sponsored sports enterprise.
Design/methodology/approach: Building on associative network theory and the Elaboration Likelihood Model, this paper utilizes an experimental design to examine how the brand equity of a sponsorship roster influences perceived prestige and ultimately the brand equity of the National Hockey League (NHL). Domain involvement acts as a moderator.
Findings: Sequential path analysis supports the model's proposed relationships in that sponsoring brands positively influence the perceived prestige of the sponsored property, which directly affects the brand equity of sponsored property. Involvement in hockey amplifies this reverse transfer effect. Practical implications: While the numerous brands simultaneously engaged in sports sponsorship can be a source of clutter, these associations offer opportunities for sponsored enterprises to proactively manage their own brand equity.
Research contribution: Although the predominant sponsorship perspective in the literature has been that of sponsoring brands, the supported model raises the prospect that brand equity transfer is not unidirectional and a reverse effect applies in the wider portfolio context seen in practice.

Türk kurum ve kuruluşlarının spor yatırımlarını ve sponsorluk desteğini tarihin her döneminde görmek mümkündür. Bu bağlamda Ziraat Bankası AŞ, TRT, Petrol Ofisi AŞ, ÇAYKUR, Eczacıbaşı ve Posta ve Telgraf Teşkilatı AŞ gibi kurum/kuruluşlar Gençlik ve Spor Bakanlığı ile iş birliği içerisine girerek sportif faaliyetleri destekleyen projelere kurumsal olarak katkı sunmaktadır. Buna göre PTT A.Ş. ana faaliyet alanı içerisinde yer alan dağıtım hizmeti sayesinde her yıl gerek yurtiçinde gerekse Balkan Ülkelerinde düzenli olarak Posta Yürüyüş Yarışması düzenlemektedir. Yapılan etkinlikler sayesinde hem kurum çalışanlarına yarışma tecrübesi kazandırılmakta hem de kurumun Türk sporuna olan katkısı arttırılmaya çalışılmaktadır. Nitel araştırma içerisindeki veri toplama araçlarından biri olan doküman taramasıyla toplanan veriler üzerinden oluşturulan bu çalışmanın amacı PTT AŞ’nin Türk sporuna sunduğu katkıları belirlemeye çalışmaktır. Çalışmanın bulguları Spor Toto Kamu Futbol Turnuvası, tenis, Posta Yürüyüş Yarışması, güreş, bot yarışları, bowling ve satranç turnuvası biçiminde sıralanmaktadır. Eğitim kültür, sanat ve teknoloji alanında yapılan faaliyetlerin yanı sıra sponsorluk projelerine de destek sunan PTT, TRT ile yapılan isim hakkı sözleşmesine istinaden 2010-2011 sezonundan itibaren TFF 1. Lig’in isim hakkını alarak ligin PTT 1. Lig olarak isimlendirilmesini sağlamıştır. Yine PTT Spor Kulübü bünyesinde faaliyetlerini sürdüren PTT Voleybol kulübü 2018’de Türkiye Kadınlar Birinci Voleybol Liginde mücadeleye başlamış ve ilk sezonunu şampiyon olarak tamamlamıştır. 2019-2020 sezonundan bu yana Voleybol Sultanlar Ligi’nde mücadelesini sürdüren PTT Voleybol kulübü 2022 yılında ilk kez katıldığı Avrupa Kupalarında Bosna Hersek takımı Banjoluka Volley’i 3-0 yenerek yenilgisiz şampiyon olmuştur. Sporun farklı branşlarına yönelik desteğini sürdürmeye devam eden PTT AŞ’nin bütçesinden sportif faaliyetlere önemli düzeyde kaynak ayırdığı sonucuna ulaşılmıştır.

The aim of this study was to investigate the challenges being faced by the Zimbabwe Football Association in its quest to secure corporate sponsorship. This study adopted a qualitative methodology, utilizing the case study as the research design which guided the generation of relevant data. Focus group discussions and in-depth interviews were used to collect data from senior and middle management personnel at the Zimbabwe Football Association (ZIFA) and the Sports and Recreation Commission (SRC). Data was also collected from football coaches and football fans using questionnaires and some was extracted from relevant ZIFA documents. A total of 45 study respondents were purposively sampled for data collection. The study established that the Zimbabwe Football Association faced a myriad of challenges in sourcing corporate sponsorship. These included negative publicity, socio-economic challenges, ineffective marketing strategies, poorly qualified administrative personnel as well as maladm...

The Historical Roots of Sports Betting Sports betting is a practice that dates back to ancient times. Its origins can be traced to early civilizations such as the Greeks and Romans, who engaged in betting on athletic competitions and gladiator battles. Over the centuries, sports betting has evolved, influenced by cultural, technological, and legal changes. In the 18th and 19th centuries, horse racing became a focal point for betting, with organized events and bookmaking becoming more structured. The advent of the 20th century saw the rise of betting on a variety of sports, from boxing to football, reflecting society's growing interest in a wider range of athletic pursuits. The Modern Landscape of Sports Betting In contemporary society, sports betting has transformed into a multi-billion-dollar industry. The advent of the internet and mobile technology has revolutionized how people place bets, making it accessible to a broader audience. Online sportsbooks and betting apps offer convenience and a wide array of betting options, from traditional moneyline bets to complex parlays and in-game betting. Legalization in many regions, such as the United States, has further fueled the industry's growth, with states like Nevada and New Jersey becoming hubs for legal sports betting. The integration of technology has also introduced new dynamics, including real-time data analytics and live streaming, enhancing the betting experience for enthusiasts. The Economic and Social Impact of Sports Betting Sports betting significantly impacts the economy, generating substantial revenue through taxes and licensing fees. In regions where it is legal, sports betting contributes to job creation in various sectors, including technology, marketing, and customer service. Additionally, sponsorships and advertising from betting companies provide financial support to sports leagues and teams. However, the social impact of sports betting is a topic of ongoing debate. While it can be a form of entertainment for many, there are concerns about gambling addiction and its associated problems, such as financial hardship and mental health issues. Responsible gambling initiatives and support systems are crucial to mitigating these negative effects and ensuring a balanced approach to sports betting. The Future of Sports Betting The future of sports betting looks promising, with continuous advancements in technology poised to shape its trajectory. Innovations such as artificial intelligence and blockchain are expected to enhance transparency, security, and user experience in sports betting platforms. The potential for augmented reality (AR) and virtual reality (VR) could offer immersive betting experiences, attracting a new generation of bettors. Moreover, the expansion of legalized sports betting globally will likely contribute to its growth, as more countries recognize its economic benefits. However, it is imperative to address the ethical and regulatory challenges associated with sports betting to ensure its sustainable development. Balancing innovation with responsible practices will be key to the industry's long-term success. Conclusion Sports betting has a rich history and has evolved significantly over the centuries, influenced by cultural, technological, and legal changes. Today, it is a major industry with substantial economic and social impacts. As technology continues to advance, the future of sports betting holds exciting possibilities, but it also requires careful consideration of ethical and regulatory challenges. By fostering a balanced approach that promotes responsible gambling, the sports betting industry can thrive and continue to captivate enthusiasts worldwide.168bolatop.com

El propósito central de este estudio es analizar a fondo el sponsor en México, a través del caso de Dakshina como ejemplo para ilustrar su aplicación. El método empleado consiste en un caso de estudio que detalla las actividades de una organización que utiliza la figura del sponsor en el año 2023. Posteriormente, se recurre al método Delphi para analizar el tema en colaboración con expertos en el área. La figura del sponsor se presenta como un

Teknolojinin gelişmesiyle beraber internete ulaşımın her an mümkün olduğu günümüzde, kitle iletişim araçlarının etkisi azalmış ve tüketici, internet tabanlı yeni mecralara yönelmiştir. Küreselleşme, rekabetin artması, pazardaki güç dengesinin değişmesi gibi önemli faktörlerin de etkisi ile geleneksel pazarlama yaklaşımı yerini tüketici odaklı pazarlama yaklaşımına bırakmıştır. E-spor pazarlama uygulamaları ile kurumlar, sayısız pazarlama mesajlarına maruz kalan ve bu mesajlara duyarsızlaşan tüketicinin dikkatini çekmeyi hedeflemektedir. Kurumlar, pazarlama iletişimi stratejilerinde e-spor gibi tutundurma unsurlarına yer vermektedir. Fakat, Twitch gibi sosyal medya mecralarında yayınlanan pazarlama mesajlarına karşı tüketicilerinin tutumlarının nasıl olduğu bilinmemektedir. Bu çalışmanın amacı, e-spor tüketicilerinin Twitch platformundaki reklamlara yönelik tutumlarını ortaya koymaktır. Nicel araştırma yöntemi ve online anket tekniği kullanılarak 3 faktör analiz edilmiş ve Twitch platformunda yayınlanan reklamlara ve reklamı yapılan markaya yönelik tüketici tutumlarının olumsuz olduğu görülmüştür.

İşletmelerin ürün ve hizmetlerini piyasadaki rakiplerinden farklılaştırmak için kullandıkları marka olgusu; son yıllarda marka değeri, marka sadakati, marka bilinirliği, marka güveni gibi kavramlarla, pazarlama araştırmacılarının gündeminde yer almaktadır. Tüketici temelli marka değeri kavramı literatürde, marka sadakati, algılanan kalite, marka farkındalığı ve marka çağrışımları olmak üzere dört alt boyutla tanımlanmıştır. Markanın aynı zamanda tüketicinin satın alma davranışlarında etkili olan en önemli unsurlardan biri olduğu da bilinmektedir. Marka değeri ve tüketici satın alma davranışları, ülke ekonomilerinde gittikçe önemli bir kalem haline gelen kozmetik sektörü çerçevesinde, bu çalışmanın konusu olmuştur. Bu bağlamda, kozmetik ürünleri tüketiminde ön sıralarda yer alan kadın tüketiciler, çalışmanın hedef kitlesi olarak seçilmiştir. Demografik açıdan geniş bir yelpazeye sahip büyük illerimizden olan Antalya, çalışma için tercih edilen bölge olmuştur. Bu kapsamda Antalya'da dört büyük avm önünde 425 kadın tüketici ile yüz yüze anket yöntemiyle görüşme yapılmış, bunların 400'ünün değerlendirmeye uygun olduğu görülmüştür. Araştırma çerçevesinde katılımcıların kozmetik ürünleri ile ilgili tüketim alışkanlıkları, marka değeri alt boyutlarına karşı tutum ve algıları, bunların demografik değişkenlere göre değişimleri incelenmiştir.

Wpływ pandemii na branżę beauty... Analiza komunikacji marek sektora beauty w mediach społecznościowych Wstęp Podejmowane w artykule rozważania dotyczą zmian zachodzących na rynku mody, wywołanych przez pandemię wirusa COVID-19. Doprowadziła ona do transformacji w sektorze gospodarki nie tylko w Polsce, ale i na całym świecie. Niniejsze opracowanie sprowadza się zatem do zaprezentowania realnych zmian, jakie z racji rozprzestrzeniającego się wirusa i wprowadzonych w związku z nim obostrzeń nastąpiły w branży modowej. Zanalizowano również postępowanie konsumentów w trakcie trwania pandemii. Wybuch pandemii zrewolucjonizował funkcjonowanie współczesnych branż, przedsiębiorstw oraz konkretnych ludzi, a konsumpcja płynnie przeszła do sfery online, wiodącej prym w obszarze zakupowym. W artykule zawarto także fragment poruszający kwestie nowych wyzwań stojących przed branżą modową oraz zaproponowano alternatywne rozwiązania, które przedsiębiorcy modowi mogą zaimplementować w swoich strategiach sprzedażowych.

UK law prohibits direct marketing of gambling to children. However, our data, gathered between 2018 and 2020, demonstrate that gambling logos occur frequently in football related products and media consumed by children. This is a pressing issue for policy makers because research suggests that although children engage with football as spectators, they engage more often through readily available material culture. Discussions in the media about sponsorship of football teams by gambling companies have focused on the exposure of children to advertisements during live broadcasts. Analysing visible gambling sponsorship in children's media, this paper shows how a single gambling logo on a player's shirt is refracted many times through collectable cards, football magazines, and the mediatized 'play' of a child fan's world. It concludes that discussions around gambling advertising and its impact on children should be informed by an awareness of how children, as opposed to adults, engage with football.

The present study has been done to investigate the role of sponsorship in improving brand equity in the Sportswear industry. The research method is descriptive survey based on structural equation modeling. Statistical community of this study includes physical education students and graduates of Iran that 805 of them were collected as samples using the online questionnaire made by researcher from all provinces of Iran. The results of structural equation model showed that the financial support in Sports with 0.41 affect rate indirectly and through raising awareness and brand association and increased customer satisfaction affects on loyalty and final brand equity. But had no significant effect on perceived quality. The findings also showed, brand equity, respectively is influenced by of brand loyalty, brand awareness and brand association, satisfaction and perceived quality.

The aim of this study is to adapt the Drivers of Sports Sponsorship Policy developed by Miragaia et al. (2017) to Turkish and to present the results of the validity and reliability study. 100 managers and employees in public and private sectors participated in the study. DFA (confirmatory factor analysis) were performed for the construct validity studies of the scale and Cronbach’s Alpha internal consistency and composite coefficients were examined for reliability studies. In result of confirmatory factor analysis, the 19-item scale, which consists of four factors: customer satisfaction, corporatereputation, innovation and corporate social responsibility, was foundto be adjusting good.Internal consistency coefficients of the scale are updated as customer satisfaction dimension 0,65, corporate reputation dimension 0,79, innovation dimension 0,65 and corporate social responsibility dimension 0,84.The total internal consistency coefficient of the scale is α = 0,83. The total correlatio...

One of the main sponsorship benefits sought by a firm is a positive effect on corporate image through the association of their brand with a sporting entity. Given the increasing incidence of crises in sport, it can be argued that the sponsorship decision may be viewed as a form of risk-taking behaviour. Drawing on the crisis management and public relations literature, this paper examines the utility of established models within the domain of sport marketing and sponsorship. Specific emphasis is given to definitional and future research issues pertaining to athlete-triggered crises. The need for research in this area is evident given the potential brand risk associated with sponsoring athletes or teams within crisis-prone sports and the limited attention on this issue in the current literature. This paper explores the relevance of some pertinent terms that are central to an established structured crisis typology such as crisis, transgression, faux pas and terrorism and concludes with a direction for future research.

Background: Unhealthy foods are promoted heavily, through food company sponsorship of elite sport, resulting in extensive exposure among young adults who are avid sport spectators. This study explores the effects of sponsorship of an elite sporting event by: (A) non-food brands (control), (B) unhealthy food brands, (C) healthier food brands, or (D) an obesity prevention public health campaign on young adults' brand awareness, attitudes, image perceptions, eventsponsor fit perceptions, and preference for food sponsors' products. Methods: A between-subjects web-based experiment was conducted, consisting of four sponsorship conditions (A through D) featuring three product categories within each condition. Australian adults (N = 1132) aged 18-24 years were recruited via a national online panel. Participants viewed promotional videos and news stories about an upcoming international, multi-sport event (with sponsor content edited to reflect each condition), completed a distractor task, and then answered questions assessing the response variables. Regression analyses were conducted to test for differences by sponsorship condition on the respective outcome measures. Results: Compared to the control condition, unhealthy food sponsorship promoted higher awareness of, and more favourable attitudes towards, unhealthy food sponsor brands. Unhealthy food sponsorship also led to greater perceived event-sponsor fit and transfer of perceptions of the sporting event to the unhealthy food sponsor brands, relative to the control group. Exposure to sponsorship for healthier foods produced similar sponsorship effects for healthier food sponsor brands, as well as prompting a significant increase in the proportion of young adults showing a preference for these products. Obesity prevention campaign sponsorship promoted higher campaign awareness and perceived eventsponsor fit, but did not impact food attitudes or preference for unhealthy versus healthier foods. Conclusion: Findings suggest that restricting elite sport sponsorship to healthier food brands that meet set nutritional criteria could help promote healthier eating among young adults. Sporting organisations should be encouraged to seek sponsorship from companies who produce healthier food brands and government-funded social marketing campaigns. Clinical trial registration: Australian New Zealand Clinical Trials Registry (ANZCTR) registration number ACTRN12618000368235. Retrospectively registered 12 March 2018.

Correr es una actividad física de ocio popular y conveniente. La distancia más popular son los 5 km que acumularon 8,9 millones de registros en 2018. Las inversiones de empresas en patrocinio en todo el mundo superaron los $ 65 mil millones. Aumentar el conocimiento de la marca es uno de los principales objetivos para que las empresas se involucren en los patrocinios. La mayor parte de la investigación sobre el patrocinio no se ha realizado desde la perspectiva del deporte basado en la participación, existen resultados contradictorios y no se ha evaluado la dependencia entre la tasa de reconocimiento de la marca del patrocinador y la distancia de la carrera, ni la dependencia de la lealtad a la carrera. Mostrar los efectos de la distancia de la carrera, la implicación y la lealtad a la carrera en las tasas de reconocimiento de la marca de los patrocinadores en los corredores. Una muestra de 736 corredores de una de las carreras atléticas más populares de Portugal completaron un cues...

Informacje o naborze artykułów i zasadach recenzowania znajdują się na stronach internetowych Wydawnictwa www.pracenaukowe.ue.wroc.pl www.wydawnictwo.ue.wroc.pl Publikacja udostępniona na licencji Creative Commons Uznanie autorstwa-Użycie niekomercyjne-Bez utworów zależnych 3.0 Polska (CC BY-NC-ND 3.0 PL)

Sports marketing being a new and under researched area is highly dependent on mass media treatment. The purpose of this study is twofold: First to examine the impact of team identification on fans trust after the involvement of a player in a negative incident, and second to examine the impact of media (fans’ perceived content informativeness, content credibility and source credibility of TV cricket talk shows) on this relationship. Data is collected via convenience sampling from a total of 399 respondents belonging to three universities, local markets, and friends from Islamabad and Rawal Pindi twin cities of Pakistan. Simple and moderated multiple regression analysis reveals that team identification positively affects fans’ trust after negative incident. Perceived source credibility, content credibility and informativeness of cricket talk shows on TV (mass media) moderates the relationship of team identification and fans’ trust after negative incident in such a way that the relatio...

Sport engagement plays a crucial role in promoting physical well-being, fostering social connections, and enhancing overall quality of life. However, various factors, including financial constraints and limited resources, can serve as barriers to sport participation. Additionally, volunteerism has been recognized as a significant contributor to the growth and development of sports in communities. This research study aims to explore the relationship between the cost of sport engagement and volunteerism among individuals in Malaysia. This study was conducted to test the effect of sponsorship, expenditure and volunteering on activeness. A causal correlation study was conducted comprising a total of 501 young people in Malaysia who were selected randomly. This study found that sponsorship, expenditure and volunteerism towards activeness amongst youth are at a moderate level. The findings also showed that sponsorship (β = 0.035, sig = 0.682, p > 0.05) and voluntary (β = 0.098, sig = 0.192, p > 0.05) have no significant contribution towards activeness, the sponsorship and volunteering are not factors which contribute to changes in activeness. However, there is a significant effect of expenditure as an intermediary in the relationship between sponsorship and activeness (β = 0.107, sig = 0.001, p < 0.05), whilst there is no significant effect of expenditure as a mediator in the relationship between voluntary and activeness (β = 0.022, sig = 0.115 p > 0.05). This study provides implications to Ministry of Youth and Sports that sponsorship, expenditure, and voluntary are not main factors which contribute to activeness.

Als Geburtsstunde des Sportsponsorings in Deutschland gilt das Jahr 1972. Der Bundesligaverein Eintracht Braunschweig läuft erstmalig mit dem Logo eines Unternehmens auf dem Trikot auf und bekommt dafür 160.000 DM (ca. 81.700 EUR) von der Firma Jägermeister. Seitdem hat sich Sportsponsoring zu einem bedeutenden Kommunikationsinstrument für Sponsoren und wichtigen Finanzierungsinstrument für den Sport entwickelt. Insgesamt werden weltweit für das Jahr 2016 Sponsoringausgaben in Höhe von 60,2 Mrd. USD prognostiziert, wovon fast 80 % auf den Sport entfallen. Der deutsche Sportsponsoringmarkt weist für das Jahr 2016 nach Schätzungen ein Volumen von 3,5 Mrd. EUR auf. Neben den beiden Hauptakteuren, Sponsor und Gesponserter,

Günümüzün yoğun rekabet ortamında kurum ve kuruluşlar iletişim
stratejilerini daha geniş kitlelere ulaşabilmek adına sürekli güncellemektedir.
Kurumların pazardaki varlığını sürdürebilmesi ve faaliyette bulunduğu
sektörde rekabet avantajı sağlayabilmesi için toplumsal duyarlılığa sahip
güvenilir bir marka olarak tanınması gerekmektedir. Kurum ile kitleleri
bir araya getiren iletişim çalışmalarından biri olan sponsorluk, firmaların
toplumda kabul görmesine destek olan bir halkla ilişkiler aracı olarak
karşımıza çıkmaktadır. İşletmenin imajını ve itibarını belirleme noktasında
önemli bir yere sahip olan halkla ilişkiler, işletmeleri yalnızca dış dünyaya
tanıtmayla kalmayıp aynı zamanda da dış dünyada yer alan kesimin işletmeyi nasıl tanıyacağıyla da ilgilenmektedir (Çalışır, 2022: 37). Halkla ilişkiler, bir şirketin ya da markanın farklı kesimlerle kurduğu ilişkiler bütünü şeklinde değerlendirildiğinde de bu ilişkinin gerçekleştirilmesinde kullanılan en önemli aracının sponsorluk olduğunu söylemek mümkündür. Spor, sanat, sağlık, eğitim, gezi gibi faaliyetleri desteklemek amacıyla nakdi ve ayni yardımlardan oluşan sponsorluk; kuruluşların ve markaların çeşitli platformlarda tüketicilerle buluşma ihtiyacına cevap veren, markanın ismini tanıtarak, marka imajını oluşturup güçlendirerek firmalar için olumlu sonuçları beraberinde getiren etkin iletişim yöntemlerinden biridir. Firmalar, rakip firmalardan farklılaşmak, toplumla yakınlaşarak rekabet üstünlüğünü sağlamak amacıyla sponsorluğu; halkla ilişkiler, satış promosyonu, pazarlama ve reklam alanlarının bir parçası olarak kullanmaktadır. Sponsorluk faaliyetinin uygulanması sürecinde dikkat edilmesi gereken en önemli nokta ise, kurumun katılmış olduğu sponsorluk alanının kurumun hedef kitlesiyle ve kurum felsefesiyle örtüşmüş olmasıdır. Aksi takdirde faaliyete katılan kurum açısından maddi kayıp olmakla birlikte hedef kitle tarafından da görünmezlik durumu ortaya çıkacaktır.
Bu bölümde halkla ilişkilerde bir iletişim aracı olarak sponsorluk
kavramı, sponsorluğun yapılış amaçları, sponsorluğun kullanıldığı alanlara
özgü sponsorluk türleri ve sponsorluğun uygulama süreci gibi başlıklara yer verilmiştir.

This commentary considers the impacts of COVID-19 on sport governance and management, given the global threat to sport services and organizations evident as a result of the disease since early 2020. To frame this analysis of the impacts and lessons to be learned, we use a Critical Realist (CR) perspective, which takes a multi-level view of reality and seeks to establish how and why something occurs in reality [Byers, T. (2013). Using critical realism: A new perspective on control of volunteers in sport clubs. European Sport Management Quarterly, 13(1), 5-31.

The current study investigated the impact of the COVID pandemic lockdown on gambling and problem gambling in Canada. The AGRI National Project's online panel participants (N = 3449) provided baseline gambling data 6 months prior to the pandemic. Re-surveying this sample during the lockdown provided an opportunity to make quantitative comparisons of the changes. Nearly one-third of gamblers reported ceasing gambling altogether during the lockdown. For the continuing gamblers, quantitative data indicated significant decreases in gambling frequency, time spent in gambling sessions, money spent, and the number of game types played. Qualitative perceptions of changes in gambling were examined and the accuracy of these reports were not closely aligned with actual changes in gambling. Gambling platform was the only gambling engagement metric where increases were found with ~ 17% of the gambling sample migrating to online gambling during the lockdown. Although problem gambling within the sample generally declined, consistent with previous literature, it was also found that gambling online-among other biopsychosocial factors-was a significant predictor for classification as a problem gambler during the lockdown. COVID-specific influences on health, employment, leisure time and social isolation were moderately associated with problem gambling scores but were not independent predictors of changes in gambling engagement during lockdown. Future studies are required to assess if the pandemic related changes in gambling evidenced in this study remain stable, or if engagement reverts to pre-pandemic levels when the pandemic response allows for the reopening of land-based gambling venues.

It is important for brands to appropriately respond when their athlete endorsers are involved in a scandal. The present study examines how consumer evaluations of endorsed brands are influenced by a brand's response to an endorser scandal. A 2 (brand response strategy type: maintenance vs. termination) Â 2 (endorser scandal type: competence-relevant vs. competence-irrelevant) between-subjects experiment is conducted. Specifically, the authors focus on the perceived appropriateness of the response strategy and consumer attitudes toward an endorsed brand. Subjects were recruited from Amazon Mechanical Turk (N ¼ 111). Consumers perceive that terminating an endorsement contract with a scandalized endorser is more appropriate than maintaining the relationship. This is particularly true when celebrity endorsers are involved in competence-relevant scandals. A further analysis provided support for the idea that perceived "appropriateness" mediates the relationship between competence-relevant scandal and consumer attitude toward an endorsed brand. A termination strategy was considered appropriate when scandalized endorsers engaged in competence-relevant scandals, which eventually lead to more favorable consumer evaluations toward an endorsed brand.

Information technologies are considered to be the main reason for the rapid development of the sports industry. IT industry has become necessary for the functioning and development of sports competitions and organizations. Thanks to new technologies coaches have the ability to analyze the impact of their athletes, increasing the precision of the athletes, enabling referees to make equitable decisions, improve the quality and design of sports companies, as well as providing fans a better view of sports performance, while managers can much more easily organize sports competitions.

On July 1st, 2021, the National Collegiate Athletic Association (NCAA) approved an interim policy that would allow college athletes in every state to monetize their name, image, and likeness (NIL). This meant student-athletes could accept money for sponsorships and endorsements and maintain their eligibility, which was previously prohibited by the intercollegiate sports governing body (The Athletic Staff, 2021). The change is positive for student-athletes and the brands looking to market through them and their active social media platforms, but it does not come without issues or challenges. The purpose of this study is to, (a) review the theory behind effective sponsorship and endorsement relative to NIL, (b) discuss issues or challenges that may arise from the new legislation, and (c) conclude with possible projections for the future of NIL and sponsorship in college athletics.

Streszczenie Po roku 1989 nastąpił gwałtowny rozwój sportów i sztuk walki wywodzących się z Dalekiego Wschodu. Spowodowało to napływ osób chętnych do treningu w tym głównie dzieci i młodzieży, jak również dorosłych. W prezentowanych badaniach postanowiono przedstawić spektrum bydgoskich szkół i klubów, w których można trenować sporty walki, na tle ich aktualnej kondycji oraz perspektywy dalszego rozwoju. Jako punkt zwrotny problematyki sportów walki postawiono kwestię powstania w Bydgoszczy jednego, wielofunkcyjnego ośrodka treningowego "Budo-Centrum".

Bu çalışmanın amacı günümüz devlet yönetiminde tartışılan ve bazı alanlarda uygulanan elektronik devlet (edevlet) uygulamalarında spor alanı uygulamalarının yeri ve önemini tartışmakla; Dünyada sporun etkileşim alan: gün geçtikçe artmaktadır. Sporun ülkeleri ve bireylen bir araya getiren birleştirici gücü tüm dünyaca kabul görmektedir. Spor ulusal boyutta şehirleri, uluslararası boyutta ülkeleri bir araya getirirken kendi içinde mevcut sistemlere uygun katılım kuralları ve işlemleri öngörmektedir. Spor kulüpleri de kurulma haklarını kanunlardan almakta ve spor ila İlgili işlemlerde gerekli kurum ve kuruluşlarla iletişim içinde bulunmakladırlar. İşte bu iki süreçte bireyin spora katılımı ve spor kulüplerinin işlemlerinde, kurum ve kuruluşlarla ilişkilerde teknoloji kullanımı ve elektronik devlet (e-devlet) uygulamaları diğer devlet hizmetleri ile uyum sağlaması boyutunda önem arz etmektedir. Spor açısından önemli olduğunu düşündüğümüz bu unsurlar bu çalışma ile ilgili literatür ve uygulamalar incelenerek ortaya konulmaya çalışılmıştır. Sonuç olarak elektronik devle: (e-devlet) ve spor İşlem ve uygulamalarında yeterli düzeyde bir planlama ve işbirliği mevcut değildir.

paper outlines how commercial sponsorship can be conceptualized using an item and relational information framework, and supports this with empirical data. The model presented allows for predictions about consumer memory for sponsorship information, and hence has both theoretical and practical value. Data are reported which show that sponsors considered congruent with an event benefit by providing consumers with sponsor-specific item information, while sponsors considered incongruent benefit by providing sponsorevent relational information. Overall the provision of sponsor-event relational information is shown to result in superior memory to the provision of sponsor-specific item information, which is superior to basic sponsor mentions.

Sosyal Beşeri ve İdari Bilimler Alanında Uluslararası Araştırmalar XXVIII adlı kitabın on beşinci bölümde Murat Kalfa tarafından kaleme alınan “Sporda Sponsorluk Kanunu ve Süreçleri” adlı çalışmaya yer verilmektedir. Çalışmada sponsorluk kavramından, sponsorluğun tarihsel sürecinden, sponsorluğun amaç, çeşit ve sınıflarından ve spor sponsorluğundan bahsedilmektedir. Sosyal, duygusal, fiziksel ve zihinsel gelişime katkı sunan sporun, devletin sağladığı maddi kaynaklar dışında sponsorluk yöntemiyle de desteklenmesi gerektiği ifade edilmektedir. Bu hususta ilgili kişilerin, yasal düzenlemelerin muhteva ve süreçlerini öğrenmesinin kıymetli olduğu belirtilmektedir.

In recent years, tourists have incorporated visiting international football clubs as part of their travel itineraries, including taking behind-thescenes stadium tours, visiting team museums, and attending matches. This conceptual paper considers the factors leading to football clubs becoming global tourist attractions. In considering the development of these 'Global Touristic Football Clubs' (GTFC), this study offers compelling evidence of how tourism plays a significant role in the global aspirations of football clubs while shedding light on how a club's global tourism status may impact the management of match-day experiences, the design of marketing strategies and hospitality programs, the sustainability of football cultures and traditions, and players' transfer market decisions. Additionally, the study draws attention to the recent influence of geopolitical and economic factors in making clubs with less relevant sporting achievements become tourism magnets and opens up possibilities for replication and adaptation of the concept in other sports.

Bu makalenin amacı Türkiye'de ve Avrupa'da Şampiyonlar Liginde mücadele eden futbol kulüplerinin forma reklamlarında telekom şirketlerinin sponsorluğunun yeni kurumsal kuram bağlamında analiz edilmesidir. Araştırmanın evrenini Türkiye'de ve Avrupa'da Şampiyonlar Liginde en az bir kez mücadele eden takımlar, örneklemini ise telekom forma sponsorluğu alan takımlar oluşturmaktadır. Bu kapsamda Türkiye'de ve Avrupa'da sponsorluk yoluyla telekom forma reklamı alan takımlar taranmış ve Türkiye'de beş (5) Avrupa'da dokuz (9) takım araştırmaya alınmıştır. Araştırmanın sonucunda yeni kurumsal kuramda da belirtildiği gibi örgütlerin birbirine benzeme eğiliminde olduğu görülmüştür. Futbol kulüplerinde de spor örgütleri olarak birbirlerine benzeme eğilimleri gösterecek şekilde sponsorluk faaliyetleri gerçekleştirilmektedir. Araştırmaya alınan takımların 2000-2020 yılları arasında sponsorluk aracılığı ile forma reklamı aldıkları görülmektedir. İşletmeler ve spor kulüpleri sponsorluk yoluyla birbirlerine benzeme eğilimleri göstererek kendilerine fayda sağladıkları, kulüplerin bundan gelir elde ettiği, telekom şirketlerinin bu reklamlar aracılığıyla marka değerini artırdıkları, daha fazla müşteriye ulaşarak tanıtım yaptıkları değerlendirilmektedir.

İşletmelerin faaliyet alanı dışındaki çeşitli etkinliklere yaptığı destekleme olarak bilinen sponsorluk, marka imajı ve değeri oluşturmada son yıllarda önemi giderek artan pazarlama iletişimi çabalarının başında gelmektedir. Bu bağlamda, sponsorluk faaliyetlerinin marka güvenine olan etkisini ortaya çıkarmak önemli bir konudur. Araştırmada tüketici etnosentrizmi, tüketici kozmopolitliği, müsabakalara katılım ve sponsora karşı tutum değişkenlerinin marka güvenine etkisini araştırmak amaçlanmıştır. Araştırma kapsamına, Muratbey Uşak Sportif Basketbol takımının maçlarını düzenli olarak takip eden taraftarlar alınmıştır. Araştırma 400 taraftar üzerinde uygulanmıştır. Verilerin analizinde ortalama, frekans dağılımı ve yapısal eşitlik modeli analizleri kullanılmıştır. Yapılan bu analizlerin sonucunda, oluşturulan araştırma modelinin araştırma yapılan etkinlik ve marka açısından uygun olduğu, tüketici etnosentrizmi, tüketici kozmopolitliği ve sponsora karşı tutumun marka güvenini etkilediği belirlenmiştir.

Маркетинговый потенциал как научно-практическая категория используется для определения рыночных возможностей развития организации или продукта. Ее универсальный характер позволяет исследовать проблемы повышения эффективности управления маркетингом в различных сферах деятельности, в том числе в спорте. Зачастую высокая социальная значимость спорта существенно снижает готовность специалистов адаптировать универсальные маркетинговые стратегии и инструменты к своей деятельности. Рассчитывая на экономическую поддержку со стороны правительства, менеджмент спортивных организаций, прежде всего федераций, недооценивает рыночные возможности и маркетинговый потенциал своих видов спорта. В статье рассматривается специфика оценки маркетингового потенциала видов спорта на основе анализа характеристик их присутствия на рынках, составляющих современную спортивную индустрию. Цель исследованияопределение рыночных критериев оценки маркетингового потенциала вида спорта, пригодных для практического использования спортивными федерациями. Для анализа реальных и потенциальных возможностей развития спортивной федерации автор сформулировал следующие внутренние характеристики: степень доступности экономических, финансовых, людских и информационных ресурсов; организация системы маркетинга; маркетинговые компетенции персонала; наличие эффективного бренда самой федерации и ее отдельных продуктов. Автор предлагает оригинальную методику анализа маркетингового потенциала видов спорта с учетом присутствия спортивных федераций на восьми ключевых рынках: спортивных событий, услуг, товаров, сооружений, кадров, а также на рынке инфраструктуры спортивной индустрии, спонсорства и квазиспортивных продуктов. В соответствии с этим определены критерии оценки маркетингового потенциала, рекомендуемые менеджменту спортивных федераций. В результате проведенного исследования было определено, что маркетинговый потенциал вида спорта представляет собой интегрированные способности спортивной федерации и ее стейкхолдеров и возможности микро-и макросреды достигать поставленных рыночных целей.

Purpose: Nowadays, exercise plays an essential role as economic activity in the economic development of different communities. In most countries, it is considered a trade and necessary industry. This industry is wide-ranging and has many sectors that can be recognized as an industry.Methodology: Researchers in this study using a researcher-made questionnaire with 71 items whose content validity and validity were confirmed by exploratory and confirmatory factor analysis test in SPSS software version 21, subsections, infrastructures and relationships between them and introduced a model for the Iranian sports industry.Findings: The two-way correlation of these infrastructures shows that other factors can grow and improve it with one weakness. Paying attention to this classification and their relationships creates a helpful platform for managers to make decisions. Based on the findings, managers can plan according to the interrelations of each subdivision.Originality: Researchers have i...

This article considers the representation of Irish identity in the media-sport discourse surrounding Euro 2016 in France. The behavior of Irish football fans attracted considerable attention in both the domestic and international media, and they were praised for their friendliness, helpfulness, and goodwill while in France. This media lionization eventually culminated in the Irish fans being awarded (jointly with their Northern Irish neighbors) the Medal of the City of Paris in July 2016. In this article, we examine how fan footage, taken on smartphones and uploaded to the video-hosting site YouTube (mostly by Irish fans themselves), featured centrally in news coverage of the tournament and fed a wider discourse about Irish identity, which relied on longstanding representational tropes. In concluding the article, we reflect on the paratextual significance of Euro 2016 for the Irish football team’s corporate sponsor Three, and more broadly, for Ireland as a nation brand.