Abstract:

The industrialized sports phenomenon which is a business-oriented commercial field drags the masses after them; on the other hand, it has a great place in the lives of people as a leisure activity with its hobby purpose. In such a broad and dynamic area, it is inevitable to use all the possibilities of communication to deliver the desired messages to the target audience. For this reason, it is necessary to manage a correct communication between athletes, sports clubs, commercial companies, suppliers, coaches and all players related to the sports market. In this communication, which will take place within the framework of sports communication, interactions that will add value to both economic and social life are provided by using marketing, public relations, advertising, promotion, sponsorship and similar communication methods. All investments made contribute positively to the sponsor company, the country, the athlete and the sponsored sports branch, and lay the groundwork for bilateral development. Turkish companies make serious investments in the field of sports sponsorship, operate for the development of athletes and sports, and also sponsor sports clubs, sportsmen, sports leagues and sports organizations in different regions of the world in order to position their brands on international platforms. Therefore, in this study, a descriptive analysis has been conducted in Turkey, which devotes a significant portion of the companies' sponsorship of sports promotion and marketing budget from various sectors.

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