Özet:

The aim of this study is to measure the effectiveness of sports sponsorship in Turkey by examining the relationship between the shares of the companies that are form sponsorship teams and the weekly leadership and championships of the teams they are sponsorship. According to this goal, the companies that form sponsorship agreements to the Turkish Football Super League teams between 2008-2009 and 2013-2014 season, in the weeks where the relevant teams are leading in the league and when they are champions at the end of the season, have been investigated by the method of the event study whether there is any change in the stock values. As a result, form sponsors to the Turkish Football Super League teams, when only weekly leadership is taken into account, are not able to provide any additional return on the stock exchange due to these sponsorship agreements but the form sponsors of the teams who were champions in the 2008-2009, 2009-2010 and 2010-2011 seasons are determined to provide more return than the index they trade on the stock exchange after the relevant teams announced their championships. Between the 2011-2012 and 2013-2014 seasons; as a result of the teams sponsored by companies being the champions, they experienced more losses than the index they trade on the stock market.