Abstract:

Sponsorship is a marketing communication stool that organizations and trade marksuse in tensively to achieve their marketing and public relations goals. Sports sponsorship is thetype of sponsorship that takes the largest place among sponsorship types. Sports sponsorship is made by companies that want to promote their products and sevices in a very short time with the reason that they can address very large masses. The aim of this study is to explain the positioning strategy of the Turkish Archery Federation with qualitative research in order to explain the role of sports sponsorship in marketing communication. In this context, negotiations were held with the management board of the Turkish Federation and the sponsor company for qualitative research. In the first part of this research, the topics of sponsorship, sports sponsorship and marketing communication which on stitute the basic concepts of thesis topic are briefly mentioned. In the second part, some information was given about Turkish Archery Federationand archery sport.In the third part, the positioning strategy of the Turkish Archery Federation was interpreted in accordance with the qualitative research model “MAXQDA”, based on the information obtained as a result of face-to-face interviews with the management board of theTurkish Archery Federation and the sponsoring company, in order to explain the role of sports sponsorship in marketing communication .As a result of the research, it was concluded that the Turkish Archery Federation has little sponsorshipin come, the main sponsor company does not contribute cash to the Federation, the sponsor company provides only favourable conditions for the material procurement, and the main sponsor company contributes to promoting themselves and increasing their sales.

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