Abstract:

Today,companies  are setting off on  a quest of various strategies in order to keep their existence and develope their brand value along with backbreaking conditions of competition.One of the strategies applied in that condition is strategy of sponsorship.The most prominent  one among the sponsors is Sponsor of Sports.It enables to reach both the groups in the fields where activities happen and the groups who watch it in front of Tv.This is also a big opportunity to make their brand value wide. In this thesis,consumers’ impact of sponsorship onto  the brand value of the companies has been tired to be analysed. The purpose of this research was to examine the relationship between sports sponsorship and brand value, and sponsorship of sports is to demonstrate how an impact on brand value. In this regard Turkish Airlines which will be the leading brand in airline companies has been preferred the investigation as a brand value of the company. As a result, the sports sponsorship have an impact on brand awareness, perceived quality and brand loyalty.

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