Abstract:

Sponsorship is an important tool used in marketing communication, which aims to create a positive promotion that will raise awareness for the institution or brand through the support of an event that is not directly linked to the business they do (Meenaghan, 1983; Bennett, 1999). In recent years, the sport field has found a wide scope of application for it and puts itself in the forefront. The aim of this study is to explore the historic development of sponsorship and the concept, types and categories of sponsorship in sport, which includes the most important sources of income of individual athletes, sports clubs, sports organizations. The research has been achieved through the collection and examination method of documents from quality research methods. In this study, the scanning method was used to collect data; using books, articles, theses and similar data collection tools. In this study, it is usually sought to provide information about sponsorship, especially in sports. In this context, a research on sponsorship and sports sponsorship has been conducted. As a result, sports sponsorship has become one of the most effective means of communication that all over the world organizations use to reach their target audiences. It is believed that sports sponsorship will continue to exist and develop as an indispensable tool for institutions, as a source of income that athletes, organizations, publishing organizations and sports clubs will not want to lose, and will continue to increase their share in sponsorship.

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